FYI: Uber partners with GM’s Cruise for autonomous ride-sharing despite past setbacks.
Uber Teams Up with GM’s Cruise for Autonomous Ride-Sharing
Uber is once again venturing into the world of autonomous vehicles, despite a tragic setback in 2018 when one of its self-driving prototypes struck and killed a pedestrian. This time, the ride-sharing giant is partnering with General Motors’ autonomous subsidiary, Cruise, to make its foray into driverless cars.
A Tumultuous History with Self-Driving Technology
Uber had halted its own autonomous vehicle development following the fatal accident five years ago. The incident was a significant blow, as public and regulatory scrutiny around the safety of autonomous vehicles intensified. Nonetheless, Uber’s interest in cutting down its highest operational cost—paying human drivers—has brought it back to this innovative yet controversial technology.
The New Collaboration: Cruise and Uber
Set to launch in 2024, this strategic partnership aims to integrate Cruise’s robotaxis into Uber’s ride-hailing platform in select markets. While the detailed rollout plan remains under wraps—including specific markets, pricing, and any potential impact on Cruise’s standalone operations—the alliance signals a major step for both companies.
Cruise’s Setbacks and Recoveries
The collaboration comes despite Cruise’s own turbulence. In the fall of 2023, one of Cruise’s autonomous taxis, operating without a human driver, dragged a pedestrian under its wheel. While the pedestrian had initially been hit by a human-driven vehicle and thrown into the path of the Cruise taxi, the incident raised concerns about the system’s ability to handle unexpected real-world scenarios. Cruise faced criticism for allegedly not being forthcoming with video evidence, leading to the CEO’s departure. Operations have since resumed, but trust and public perception remain delicate issues.
GM’s Shift in Strategy
Interestingly, GM’s pivot to working with Uber is noteworthy given it invested $500 million in Lyft, Uber’s main competitor, back in 2016. GM’s vision to develop a self-driving car fleet for Lyft never materialized, and it’s unclear where GM now stands in its relationship with Lyft. This new alliance with Uber suggests GM is exploring fresh strategic avenues to leverage its autonomous vehicle technology.
Mutual Benefits and Challenges Ahead
For Uber, integrating Cruise’s autonomous taxis into its platform offers a promising route to reducing driver-related costs. For Cruise, access to Uber’s extensive customer base provides a significant growth opportunity. The key question remains: Can Cruise offer a safe, efficient, and economically viable autonomous driving experience that outcompetes traditional human-driven options?
Conclusion
As both Uber and Cruise aim to reassure the public and regulators of the safety and reliability of their autonomous technologies, this partnership marks a pivotal chapter in the journey toward fully autonomous ride-sharing. Only time will reveal if this collaboration can overcome past challenges and redefine urban mobility.
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William Kouch, Editor of Automotive.fyi
