Key facts
- General Motors plans to roll out eyes-off highway driving in personal vehicles starting in 2028.
- GM's strategy involves developing autonomous driving technology for personal cars, which could later be applied to robotaxi services.
- The company shut down its dedicated robotaxi division, Cruise, in 2024 after regulatory issues and a safety incident.
- GM has rehired approximately 100 former Cruise employees to focus on developing eyes-off driving capabilities.
- Competitors like Motional and Rivian are also pursuing robotaxi services.
General Motors is pivoting its autonomous driving strategy towards integrating advanced driver-assistance systems into personal vehicles, with plans to introduce eyes-off highway driving by 2028, starting with the Cadillac Escalade IQ. This approach, detailed by Chief Product Officer Sterling Anderson, aims to develop self-driving capabilities by first addressing highway stretches before expanding to more complex urban environments.
Anderson indicated that the autonomous driving systems developed for personal use could eventually be applied to robotaxi services, suggesting a convergence of these applications. This strategic shift follows GM's decision to shut down its dedicated robotaxi division, Cruise, in 2024 due to regulatory challenges and a significant safety incident that led to a pause in testing in California. GM had invested over $10 billion in Cruise, which it acquired in 2016.
GM has since refocused on its Super Cruise technology, a hands-off, eyes-on driver assistance system, reporting that customers have driven one billion hands-free miles. The company is rebuilding its autonomous driving team, reportedly rehiring about 100 former Cruise employees to bolster its efforts in developing eyes-off driving capabilities.
Other automotive players are also advancing in the robotaxi space. Hyundai-backed Motional has launched a robotaxi service with Uber in Las Vegas and aims for fully driverless rides by the end of 2026. Rivian also has a $1.25 billion robotaxi deal with Uber. While GM is not immediately pursuing a direct robotaxi service, Anderson stated the company will be prepared to offer such services if the market demands it.