Cruise in Crisis: Navigating the Autonomous Vehicle Industry
商品編號：W37913
出版日期：2024/02/10
再版日期：
商品來源：
商品主題：General Management/Strategy; Operations Management
商品類型：Case (Pub Mat)
涵蓋議題：Cruise;autonomous vehicle;challenges;regulations
難易度：4 - Undergraduate/MBA
內容長度：12 頁
地域：United States
產業：Transportation and Warehousing
事件年度：2023
Founded in 2013 and acquired by General Motors (GM) in 2016, Cruise was a trailblazer in the autonomous vehicle industry. Cruise had rapidly expanded under the guidance of GM, but this growth was marred by crashes and disruptive interactions with emergency vehicles. By November 2023, the company had become the focus of intense public and regulatory scrutiny following a serious incident in San Francisco, California, on October 2, when a Cruise robotaxi caused severe injuries to a pedestrian. In the aftermath of the incident, Cruise faced significant backlash from regulators and consumers. The California Department of Motor Vehicles suspended the company’s operational permits, and Cruise temporarily halted its driverless operations, shifting to vehicles operated with safety drivers. The co-founders resigned, and Cruise appointed a new president and chief technology officer. What actions should the new president take to prevent such an incident from happening again, regain the public’s trust, and ensure rigorous safety standards and transparent communication? The decisions the company made in the coming months would be crucial in shaping its future trajectory.
教學手冊：Cruise in Crisis: Navigating the Autonomous Vehicle Industry - Teaching Note
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