Cruise

Cruise is an autonomous-vehicle technology company based in San Francisco. Founded in 2013, it was acquired by General Motors in 2016, and spent most of its history operating as a largely independent GM subsidiary focused on developing driverless-taxi (robotaxi) technology. It developed self-driving software and hardware on modified Chevrolet Bolts and unveiled the purpose-built, steering-wheel-free "Origin" shuttle designed for ride-hailing.

GM invested billions in Cruise over the years and eventually bought 90% of the company from investors. At its peak, the business attracted major outside backing — SoftBank and Honda were among the investors — pushing its market value to nearly $20 billion. The company scaled back after one of its autonomous Chevrolet Bolts dragged a San Francisco pedestrian who had been hit by another vehicle in 2023, leading to suspended operations in late 2023 and the resignation of CEO Kyle Vogt.

In December 2024, GM announced it would exit the robotaxi business, realigning its autonomous strategy to prioritize advanced driver assistance systems on a path to fully autonomous personal vehicles, building on its Super Cruise hands-off, eyes-on feature offered on more than 20 GM models. In February 2025, GM completed its acquisition of GM Cruise Holdings LLC; as a wholly-owned subsidiary, Cruise now works collaboratively on autonomous vehicle technology and advanced driver assistance for personal vehicles, with plans to integrate Cruise technology into Super Cruise.

For B2B purposes, Cruise no longer operates as a standalone robotaxi business; it is a fully owned GM unit folded into the automaker's driver-assistance and personal-autonomy engineering efforts. Innovation in autonomous driving and driver-assistance systems is directly relevant given this current engineering focus.