After Suspending Its Self-Driving Cars, Cruise Takes Steps to Win Back Trust

Cruise stopped its driverless operations nationwide last week. But the New York Times reports on the company's moves since then...

- Cruise hired the law firm Quinn Emanuel to investigate its response to a San Francisco incident involving a pedestrian, 'including its interactions with regulators, law enforcement and the media.'

- A separate review of the incident is being doncuted by Exponent, a consulting firm that evaluates complex software systems.

- The company's rivals 'fear Cruise's issues could lead to tougher driverless car rules for all of them.'

- 'Cruise employees worry that there is no easy way to fix the company's problems, said five former and current employees and business partners.'

Company insiders are putting the blame for what went wrong on a tech industry culture — led by 38-year-old [Chief Executive Kyle] Vogt — that put a priority on the speed of the program over safety. In the competition between Cruise and its top driverless car rival, Waymo, Mr. Vogt wanted to dominate in the same way Uber dominated its smaller ride-hailing competitor, Lyft. 'Kyle is a guy who is willing to take risks, and he is willing to move quickly. He is very Silicon Valley,' said Matthew Wansley, a professor at the Cardozo School of Law in New York who specializes in emerging automotive technologies. 'That both explains the success of Cruise and its mistakes.'

When Mr. Vogt spoke to the company about its suspended operations on Monday, he said that he did not know when they could start again and that layoffs could be coming, according to two employees who attended the companywide meeting. He acknowledged that Cruise had lost the public's trust, the employees said, and outlined a plan to win it back by being more transparent and putting more emphasis on safety. He named Louise Zhang, vice president of safety, as the company's interim chief safety officer and said she would report directly to him...

With its business frozen, there are concerns that Cruise is becoming too much of a financial burden on G.M. and is hurting the auto giant's reputation... The shutdown complicates Cruise's ambition of hitting its goal of $1 billion of revenue in 2025. G.M. has spent an average of $588 million a quarter on Cruise over the past year, a 42 percent increase from a year ago. Each Chevrolet Bolt that Cruise operates costs $150,000 to $200,000, according to a person familiar with its operations.

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