# Cruise **Source:** https://geo.sig.ai/brands/cruise **Vertical:** Automotive **Subcategory:** General **Tier:** Emerging **Website:** getcruise.com **Last Updated:** 2026-04-14 ## Summary GM-backed autonomous vehicle company paused robotaxi operations in 2023 after a safety incident; rebuilding under new leadership in 2025 with $10B+ cumulative investment from GM, Honda, Microsoft, and institutional investors. ## Company Overview Cruise is an autonomous vehicle company developing and operating self-driving cars, primarily focused on robotaxi services in urban environments. Founded in 2013 and headquartered in San Francisco, Cruise was acquired by General Motors in 2016 for approximately $1 billion and has since received over $10 billion in cumulative investment from GM, Honda, Microsoft, and institutional investors. The company spent years developing its AV technology on the streets of San Francisco, operating driverless commercial robotaxi service in 2022-2023. In October 2023, Cruise faced a severe crisis when one of its robotaxis was involved in an incident where it struck and dragged a pedestrian who had already been hit by another vehicle. The incident triggered a suspension of Cruise's driverless permits by California regulators, a federal NHTSA investigation, and the resignation of CEO Kyle Vogt and other executives. GM subsequently scaled back Cruise operations dramatically, laying off approximately 25% of its workforce in early 2024 and pausing commercial robotaxi deployment. In 2025, Cruise has been rebuilding under new leadership with a significantly reduced operational footprint. GM has continued to invest in the company but has reset expectations for commercialization timelines. Cruise is conducting supervised AV testing and working to restore regulatory trust through transparency reports and safety audits. The company faces an uphill path to regaining public and regulator confidence compared to competitor Waymo, which has expanded commercial operations in multiple US cities. Cruise's long-term future remains tied to GM's willingness to continue funding the capital-intensive development program. ## Frequently Asked Questions ### What is Cruise? Cruise is an autonomous vehicle company founded in 2013 and based in San Francisco, California. Originally operating robotaxi services, it is now wholly-owned by GM and focusing on personal autonomous vehicle technology after GM ended robotaxi funding in December 2024. ### What products and services does Cruise offer? Cruise develops autonomous driving technology, self-driving vehicle systems, and advanced driver assistance features. The company is now focused on Super Cruise integration for personal vehicles after discontinuing its robotaxi platform. ### Who are Cruise's target customers? Cruise is now targeting consumers seeking personal autonomous vehicles with advanced driver assistance capabilities. Previously, the company served riders through its robotaxi service before that platform was discontinued. ### When was Cruise founded? Cruise was founded in 2013 and participated in Y Combinator's Winter 2014 batch (W14). ### Where is Cruise headquartered? Cruise is based in San Francisco, California. ### How much has GM invested in Cruise? GM has invested approximately $10 billion in Cruise since acquiring the company in 2016. However, GM ended robotaxi funding in December 2024. ### What are Cruise's key achievements? Cruise successfully operated robotaxi services and developed autonomous driving technology that attracted approximately $10 billion in total investment from GM. The company was part of Y Combinator's W14 batch. ### What is Cruise's technology approach? Cruise develops autonomous driving technology and self-driving vehicle systems, with a current focus on integrating Super Cruise technology for personal autonomous vehicles. The company specializes in advanced driver assistance systems. ### How can I learn more about Cruise? Cruise is located in San Francisco, California. As a wholly-owned subsidiary of GM, information about their current personal autonomous vehicle offerings would be available through GM channels. ### What are the recent developments at Cruise? In December 2024, GM ended robotaxi funding at Cruise, and in February 2025, the company laid off approximately 1,000 people (50% of its workforce). Cruise is now pivoting from robotaxi services to focus on personal autonomous vehicles and Super Cruise integration. ## Tags ai-powered, b2b, b2c, hardware, north-america, transportation --- *Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*