Introduction
General Motors’ Cruise robotaxi unit is facing significant challenges following an incident involving a pedestrian. In addition to the incident itself, leaks have exposed internal concerns and morale issues within the company. Cruise has made the decision to pause production of their custom ‘Origin’ robotaxi during this period. Layoffs are also expected, indicating that the shutdown may be prolonged and morale may decline further.
Issues and Leaks
Internal leaks have revealed concerns about the system’s ability to distinguish between adults and children, as well as difficulties in identifying hazards in the road. These leaks have contributed to the negative perception surrounding Cruise, especially in relation to their lack of transparency regarding the pedestrian dragging incident. The company’s failure to disclose the details of their handling of the event has raised suspicions about the veracity of their statements.
Rebuilding Trust
Cruise recognizes the need to rebuild trust in order to remain a viable business. The task of creating trust is already challenging for all robocar companies, but Cruise has faced particular difficulties in this regard. Their focus has shifted from simply demonstrating safety to demonstrating both safety and transparency. The company is taking a number of steps to address these concerns.
Steps Taken
Cruise has implemented a fix on the algorithms that caused the car to quickly attempt to pull over in the accident situation. While this addresses the immediate issue, the company has not disclosed the source of the error. Cruise should strive to improve their ability to detect pedestrians underneath the vehicle, as fixing the proximate cause is only a temporary solution.
The appointment of Louise Zhang to the C-suite, at least temporarily, indicates that Cruise is recognizing the importance of safety management. However, managing safety is a complex task that requires balancing various priorities. Cruise has also enlisted the help of external parties, including a law firm and consulting failure engineers, to examine their procedures and engineering mistakes.
The Importance of Transparency
One of the key challenges facing Cruise is being transparent with the public. The general public’s perception of safety is often flawed, and Cruise must navigate the complexities of communicating the risks and benefits of their technology. Simulations play a crucial role in enhancing safety measures, and Cruise should utilize extensive simulation scenarios to identify and address potential issues.
Cruise should also consider participating in collaborative efforts, such as the Safety Pool project, which allows companies to share scenarios and receive feedback from other members. This collaborative approach can improve safety standards across the industry and benefit all stakeholders.
Preparing for Disasters
Cruise should not only focus on everyday scenarios but also prepare for disaster situations. This includes simulating events such as earthquakes and fires to ensure that their robotaxis can respond effectively and potentially save lives. By leveraging their technology, Cruise has the opportunity to make disaster response more efficient and provide critical assistance during emergencies.
Conclusion
As the Cruise robotaxi unit faces ongoing challenges, rebuilding trust and transparency are crucial for their long-term success. By addressing issues, implementing safety measures, and participating in collaborative efforts, Cruise can strive to regain the public’s confidence and ensure the safe and reliable deployment of their autonomous vehicles.
