History

Cruise was founded in San Francisco in 2013 by Kyle Vogt and Dan Kan. Vogt had previously worked on technology and founded other internet ventures, while Kan brought experience in software and startup operations. Cruise’s initial concept was to develop an aftermarket autonomous-driving system that could be installed in existing vehicles. The company’s early prototype work focused on enabling highway automation and progressively expanding the system’s ability to handle more complex driving conditions. The startup attracted investment from venture capital and technology investors before General Motors acquired it in 2016. The transaction gave Cruise access to GM’s vehicle engineering, manufacturing, testing, safety, and regulatory capabilities. GM retained Cruise as a distinct autonomous-technology organization while using the company to advance its plans for automated driving and future mobility services. Honda later became a strategic partner in work related to purpose-built autonomous vehicles and mobility services. Cruise subsequently shifted from an aftermarket model toward a vertically integrated autonomous-driving platform. Its vehicles used multiple sensor types, including lidar, radar, and cameras, together with high-definition mapping, machine-learning systems, simulation tools, and remote assistance. The company’s development program concentrated on dense urban environments, where navigation requires interaction with pedestrians, cyclists, emergency vehicles, temporary road closures, construction zones, and irregular traffic behavior. The company operated testing programs in a number of American cities. It also developed the Cruise Origin with GM and Honda as a dedicated autonomous shuttle intended for shared use. The Origin’s design removed many features associated with conventional driver-operated cars and emphasized face-to-face seating, accessibility, and fleet-based operation. Cruise achieved a prominent commercial milestone in 2022 when California authorized it to provide limited paid driverless rides in San Francisco. The company expanded its driverless service and testing footprint, including operations in Phoenix and Austin. This period made Cruise one of the best-known American robotaxi developers and positioned it alongside Waymo and other companies pursuing commercial autonomous mobility. Expansion generated criticism and regulatory concern. Residents, public agencies, and researchers reported incidents involving Cruise vehicles blocking roads, stopping unexpectedly, interfering with emergency response, or behaving unpredictably in unusual traffic situations. In October 2023, a pedestrian who had been struck by another vehicle was thrown into the path of a Cruise vehicle and then run over. California’s Department of Motor Vehicles suspended Cruise’s driverless testing and deployment permits, and Cruise paused driverless operations across its fleet. The National Highway Traffic Safety Administration also investigated the company’s vehicle behavior and announced a recall related to the automated-driving system. The crisis led to organizational and strategic changes. Cruise disclosed that it had not initially provided regulators with complete information about the collision sequence and commissioned an external review of its conduct and communications. Kyle Vogt resigned as CEO in November 2023. GM subsequently reduced Cruise’s operating scope and reassessed its robotaxi business. In 2024, GM announced that it would no longer fund the development of a commercial robotaxi service as a standalone initiative, citing the time and resources required to scale the business. GM instead planned to combine Cruise’s technology with its own advanced driver-assistance and personal-vehicle development programs. Cruise thus moved from an independent-seeming robotaxi growth story toward a more integrated role inside GM’s broader technology strategy.

2024
GM ends standalone robotaxi funding
[5]GM 2024 third-quarter results and Cruise strategy updateinvestor.gm.com
GM announces that Cruise will no longer be funded to develop a commercial robotaxi service as a standalone business and that its technology will be integrated with GM’s broader programs.
2023
California suspends Cruise driverless operations
[3]California DMV suspension of Cruise permitsdmv.ca.gov
The California DMV suspends Cruise’s driverless testing and deployment permits after a serious pedestrian collision and related safety concerns.
2023
Kyle Vogt resigns
[6]Reuters report on Kyle Vogt’s resignationreuters.com
Co-founder Kyle Vogt leaves the CEO position during the company’s operational and regulatory crisis.
2022
Paid driverless rides begin in San Francisco
[8]Paid driverless rides begin in San Franciscodmv.ca.gov
Cruise receives authorization for limited paid driverless passenger service in San Francisco.
2018
GM and Cruise announce the Cruise Origin program
[7]GM and Cruise announce the Cruise Origin programgm.com
GM and Cruise present a purpose-built autonomous vehicle concept designed for shared rides without conventional driver controls.
2016
General Motors acquires Cruise
[2]General Motors acquisition announcementgm.com
GM acquires Cruise Automation and incorporates its autonomous-driving expertise into GM’s vehicle and mobility strategy.
2013
Cruise is founded
[1]Cruise official website and company newsgetcruise.com
Kyle Vogt and Dan Kan establish Cruise in San Francisco to develop autonomous-driving technology.

Products and positioning

A GM-backed autonomous-driving specialist focused originally on urban driverless mobility and robotaxi services, later repositioned toward integration with GM’s broader vehicle technology strategy.

Autonomous-driving software and hardware · 2013
Cruise autonomous-driving platform
Cruise’s core technology platform combines vehicle sensors, perception and prediction software, mapping, planning, vehicle control, simulation, and remote-assistance capabilities. It was designed to support automated operation in urban environments and was deployed experimentally across a fleet of modified passenger vehicles.
Autonomous mobility service · 2022
Cruise autonomous ride-hailing service
The service allowed selected passengers to request rides in Cruise vehicles through a ride-hailing model. It progressed from testing with safety drivers to limited driverless passenger operations in selected United States cities, particularly San Francisco, Phoenix, and Austin, before driverless operations were paused following the 2023 regulatory crisis.
Purpose-built autonomous shuttle · 2020
Cruise Origin
The Cruise Origin is a purpose-built autonomous vehicle developed by Cruise with General Motors and Honda. Its interior was designed around shared transportation, with face-to-face seating and no conventional driver-focused cockpit in the proposed autonomous configuration. The vehicle was intended for fleet-based mobility rather than ordinary private ownership.

Controversies

2023
Pedestrian collision and regulatory suspension
In October 2023, a pedestrian who had been hit by another vehicle was thrown into the path of a Cruise autonomous vehicle and subsequently run over. California suspended Cruise’s driverless permits, while federal authorities investigated the company’s vehicle behavior and its disclosures about the incident.
Source
2023
Questions over incident disclosure
Regulators and external reviewers criticized Cruise’s initial handling and presentation of the October collision, including the incompleteness of information provided about the full sequence of events. The issue contributed to leadership changes and a broad reassessment of the company’s operations.
Source
2021
GM sues Ford over BlueCruise branding
General Motors filed a lawsuit against Ford over BlueCruise branding, alleging trademark infringement and unfair competition involving GM subsidiary Cruise and its Super Cruise software. Ford called GM Cruise's claim meritless and frivolous.
Source

Marketing campaigns

2022Cruise driverless ride expansion
San Francisco · Phoenix · Austin
Cruise promoted the availability and expansion of autonomous rides as an alternative to conventional ride-hailing. The initiative emphasized on-demand transportation without a human driver and positioned the service as an early commercial application of fully autonomous vehicles.
Outcome. The program achieved limited commercial operation but was paused or reduced after regulatory action and safety investigations in 2023.
Source

Brand decisions

2024
Integrate Cruise with GM rather than pursue a standalone robotaxi rolloutStrategy
Background
GM reassessed the time, cost, and operational complexity involved in scaling a commercial robotaxi network after Cruise’s regulatory crisis.
Action taken
GM ended funding for Cruise’s development of a commercial robotaxi service as a standalone business and planned to integrate Cruise technology with GM’s broader advanced driver-assistance and personal-vehicle programs.
Aftermath
Cruise’s strategic identity shifted from an independent robotaxi growth platform toward an autonomous-driving technology resource within GM.
Source
2023
Pause driverless operationsStrategy
Background
The October pedestrian collision and subsequent regulatory scrutiny undermined the company’s ability to continue normal driverless testing and passenger operations.
Action taken
Cruise paused driverless operations across its fleet while it reviewed safety, communications, and operational procedures.
Aftermath
The pause was followed by leadership changes, investigations, a vehicle-system recall, and a substantial reduction in the company’s operating scope.
Source
2022
Launch paid driverless ridesProduct launch
Background
After years of testing and regulatory review, Cruise sought to convert autonomous-vehicle trials into a passenger mobility service.
Action taken
Cruise began offering limited paid driverless rides in San Francisco under California authorization.
Aftermath
The launch established Cruise as one of the first companies to operate a paid driverless ride service in an American city, but expansion later became constrained by safety incidents and regulatory action.
Source
2016
Join General MotorsM&A
Background
Cruise required substantial vehicle engineering, testing, manufacturing, and regulatory capabilities to develop autonomous vehicles at scale.
Action taken
General Motors acquired Cruise and made it a central part of GM’s autonomous-driving strategy.
Aftermath
Cruise gained access to GM resources and continued operating as a distinct technology organization under GM ownership.
Source

Recent events

2022.02.01
Reported2022.02.01
Cruise announces additional $1.35 billion in funding[10]Cruise 宣布获得额外 13.5 亿美元融资foxbusiness.com
Cruise announced that it had raised an additional $1.35 billion in funding from existing investor SoftBank to help scale its service.
2021.12.17
Reported2021.12.17
Cruise announces CEO Dan Ammann's departure[11]Cruise宣布首席执行官Dan Ammann离任insideevs.com
Cruise announced that CEO Dan Ammann was leaving the self-driving car company. The company did not state when he was leaving or why.
2021.11.01
Reported2021.11.03
Cruise launches driverless robotaxi service in San Francisco[12]Cruise在旧金山推出无人驾驶机器人出租车服务techcrunch.com
Cruise launched driverless autonomous vehicles in San Francisco for rides by employees and certain members of the public, who would not be charged a fare.
2021.07.23
Reported2021.07.25
GM sues Ford over BlueCruise branding[9]GM sues Ford over BlueCruise brandingbusinessinsider.com
General Motors filed a lawsuit against Ford over BlueCruise branding, alleging trademark infringement and unfair competition involving GM subsidiary Cruise and its Super Cruise software. Ford called GM Cruise's claim meritless and frivolous.
Unconfirmed
Walmart announces participation in Cruise funding round[13]Walmart宣布加入Cruise新一轮增资ithome.com.tw
Walmart announced that it would join the funding round initiated by Cruise in January. The article says the round's size increased to $2.75 billion after Walmart and other institutions joined.
Unconfirmed
Reported2021.03.15
Cruise acquires Voyage[14]Cruise收购Voyagetechcrunch.com
Voyage, an autonomous vehicle startup, was acquired by Cruise. Financial terms were not disclosed; the majority of Voyage’s team was to move to Cruise.
2021.01.20
Reported2021.01.20
GM, Cruise and Microsoft announce strategic relationship[15]通用汽车、Cruise与微软宣布建立战略关系iol.co.za
General Motors announced an alliance with Microsoft on its Cruise autonomous-driving venture. Microsoft joined GM, Cruise, Honda and institutional investors in a new $2 billion equity investment round and will provide GM with hardware and software engineering support.
2021.01.19
Reported2021.01.19
Microsoft joins investment in Cruise[16]微软参与对 Cruise 的投资castanet.net
Microsoft joined General Motors, Honda and other institutional investors in a combined new equity investment of more than $2 billion in Cruise, bringing Cruise's valuation to about $30 billion.
2021.01.19
Reported2021.01.19
Microsoft and Cruise enter strategic cloud partnership[17]Microsoft与Cruise建立战略云合作关系theverge.com
Microsoft and Cruise announced a long-term, non-exclusive strategic relationship. Cruise will use Microsoft Azure to help commercialize autonomous vehicles, while Microsoft will use the relationship to expand in transportation.
2021.01.19
Reported2021.01.19
Cruise receives $2 billion equity investment[17]Microsoft与Cruise建立战略云合作关系theverge.com
Cruise received a new $2 billion equity investment involving Microsoft, Honda and GM, bringing the autonomous-vehicle company’s valuation to $30 billion.