New Leadership at Cruise: Mark Whitten Takes the Helm
General Motors (GM) has announced the appointment of Marc Whitten as the new Chief Executive Officer (CEO) of Cruise, its troubled robotaxi service. Whitten, a veteran technology executive with a background in the video game industry, is well-known for his work as one of the key engineers behind the Xbox video game console. The move comes almost nine months after a fatal incident involving one of Cruise’s robotaxis.
A Collision That Led to Suspension
In October 2023, one of Cruise’s robotaxis was involved in a gruesome collision in San Francisco. The autonomous vehicle dragged a jaywalking pedestrian, who had just been hit by another vehicle driven by a human, across a darkened street. Following this incident, California regulators suspended Cruise’s robotaxi service in San Francisco, despite having previously granted approval for the vehicles to operate in the city.
Cutbacks and Resignations
GM had high hopes for Cruise, with plans to generate $1 billion in annual revenue by 2025. However, the collision forced the company to scale back its investments in the robotaxi service. As a result, 900 workers were laid off from Cruise. Additionally, co-founder and former CEO Kyle Vogt resigned from his position shortly after the crash, adding to the challenges faced by the company.
Waymo’s Advancements
On the same day as Whitten’s appointment, Waymo, a rival robotaxi service, revealed that its driverless vehicles are now available to anyone in San Francisco who wants a ride within the city. Waymo had previously limited its service to riders selected from a waiting list of over 300,000 people. The company has successfully operated in Phoenix for several years and has not experienced any collisions like the one that impacted Cruise.
Whitten’s Challenge
As Whitten steps into his new role, he will be taking charge of a robotaxi service that is facing numerous challenges. GM disclosed earlier this year that the U.S. Justice Department has opened an inquiry into Cruise’s handling of the October crash. Moreover, California regulators fined Cruise $112,000 for its response to the collision. However, Whitten remains optimistic and believes in the potential of Cruise’s technology to make transportation safer than traditional human-driven cars.
Looking Ahead
Whitten expressed excitement about joining Cruise, stating that it is an opportunity of a lifetime to be part of the company’s transformation. He acknowledged the world-class technology that the Cruise team has developed and looks forward to working with them to bring their critical mission to life. With new leadership at the helm, Cruise aims to overcome its challenges and regain momentum in the competitive robotaxi market.
