Cruise: How Does a CEO Mitigate the Risks of Autonomous Vehicles?

What does a chief executive officer (CEO) of Cruise, a robotaxi company, do when one of the company’s autonomous vehicles (AVs) causes a serious accident? This critical incident details the events on the eve of October 2, 2023, and the ethical risks of AVs on public roadways. It outlines how CEO Kyle Vogt navigated the liability of a moral dilemma while attempting to grow a company in a competitive market. Diverse issues are discussed for readers to gain insights on leadership, and the implementation of innovations as well as broaden their understanding of complex ethical issues. When picketers stormed Cruise’s headquarters to debate AVs on their streets, the field exploded. Suddenly, CEO Vogt, the company spokesperson, resigned. In early 2024, Cruise was faced with a leadership change and a new management team needed to quickly determine viable strategies to regain public trust and focus on safety.