General Motors-owned autonomous vehicle unit Cruise announced on Tuesday that it has appointed two new executives to revitalize its heavily tarnished robotaxis after a major incident last year.
Cruise poaches a tech veteran to lead its self-driving efforts
Cruise formally announced in a recent press release that former Xbox team founder and Amazon services executive Marc Whitten will be the new Chief Executive Officer.
Mr. Whitten’s leadership will officially take effect on July 16, 2024. He will work alongside Cruise’s standing President and Chief Technology Officer Mo Elshenawy.
“In a few years, transportation will be fundamentally safer and more accessible than it is today, creating much more value for individuals and communities around the world. It is an opportunity of a lifetime to be part of this transformation. The team at Cruise has built world-class technology, and I look forward to working with them to help bring this critical mission to life.”
Cruise CEO Marc Whitten
Cruise also named Nick Mulholland its new Chief Communications & Marketing Officer. He also has extensive experience in auto, tech, and electric vehicles. Most recently, he served as Rivian’s Global Communications Vice President. He led Rivian’s global communications team, overseeing brand marketing, corporate communications, and sustainability.
“My core belief is that this technology and Cruise’s dedication to its mission will change the world. Achieving such a bold vision will require a deep and meaningful collaboration with the communities we serve. It is an incredible opportunity to play a role in building these vital connections.”
Cruise Chief Communications & Marketing Officer Nick Mulholland
Shakeup follows high-profile accident
In hindsight, Cruise discontinued its robotaxi operations in October 2023 after the California Department of Motor Vehicles (DMV) suspended its permit to operate in San Francisco.
The suspension was one of the consequences Cruise had to endure after one of its robotaxis hit a pedestrian in October last year. The involved Cruise robotaxi reportedly hit, dragged, and pinned the victim, who had been initially hit by another human-driven car.
Since then, Cruise has suffered from major crises, including the departure of several executives, layoffs, and probe by state and federal regulators.
Cruise seeks to bring its robotaxi service back on track
Now, Cruise is seeking to revitalize its robotaxi service with the appointment of its new Chief Executive and Chief Communications & Marketing Officer.
It is a crucial step for the company to generate maps and collect road information in select cities, potentially enabling it to relaunch its driverless operations.
As of today, the company has resumed supervised autonomous driving in Phoenix, AZ, Houston, and Dallas, TX, in addition to its ongoing testing in Dubai.
