New CEO appointed to Troubled Cruise as Waymo expands San Francisco robotaxis to all users

General Motors has announced the appointment of Marc Whitten, an experienced technology executive with a background in the video game industry, as the new CEO of Cruise, the company’s robotaxi service. Whitten, known for his work on the Xbox video game console, steps into the role following a challenging period for Cruise, marked by a serious collision that led to the suspension of its operations in California.

The incident in October 2023, where a pedestrian was injured by a Cruise robotaxi, prompted regulators to halt the service in San Francisco. Despite initial approval for the driverless vehicles to operate in the city, concerns were raised by local officials about the technology’s effectiveness.

General Motors, which had high hopes for Cruise generating significant revenue by 2025, has adjusted its investment strategy in response to the setback. This shift resulted in layoffs and the resignation of former CEO Kyle Vogt. The change in leadership comes at a crucial time, with rival Waymo expanding its driverless taxi service in San Francisco and other cities.

Waymo’s recent announcement about opening its robotaxi service to all riders in San Francisco highlights the growing competition in the autonomous vehicle market. While Waymo has faced its own challenges, such as a recent software update following a collision in Phoenix, the company continues to push forward with its technology.

Whitten’s appointment signals a new chapter for Cruise as it navigates complex regulatory and safety issues. With ongoing inquiries from the U.S. Justice Department and fines from California regulators, Cruise faces significant hurdles in restoring public trust in its service. Whitten’s statement reflects optimism about Cruise’s potential to revolutionize transportation safety through innovative technology.

As the automotive industry continues to evolve, leaders like Whitten play a crucial role in shaping the future of autonomous vehicles. The combination of his technological expertise and vision for safer transportation positions Cruise for success in the competitive landscape of robotaxi services.