RE: Veoneer Results25 Apr 2020 12:04
Part 3 , the final part
The challenge for car companies is to aggressively promote car sharing when what they really want to do is sell cars. Car companies spend billions of dollars on advertising and incentives to sell cars. Car sharing is a hobby and it is a hobby that, should it become too successful, could threaten the primary business.
In the end, it all comes back to Tesla. Tesla has already solved this problem. Tesla Network has car sharing and ride hailing baked into its long-term plans as an inherent function built into the vehicle. Car sharing and ride hailing, when available directly from Tesla, won't require additional hardware, a new organization or a new brand - it will simply be an extension of the Tesla value proposition.
This was the opportunity presented by Maven - to be an inherent part of all GM vehicles and an integrated part of the GM value proposition - perhaps under the OnStar brand. This is the core of the missed opportunity.
The shuttering of Maven is an ominous note to be struck within the wider GM family. GM is burning $250M/quarter at its Cruise Automation self-driving car unit in San Francisco.
GM has its own, in-house automated driving initiative in Super/Ultra Cruise. Super Cruise and Ultra Cruise Level 2 automated driving features are already being deployed on GM vehicles - with 22 models expected to be outfitted with the technology by the end of 2021. Super and Ultra Cruise are being developed with unique mapping and localization technology unlike anything Cruise Automation is working on.
GM has clearly indicated that the Cruise Automation path to market is not an aftermarket kit or fitment on mass produced, consumer-oriented vehicles - it is a full-blown robo-taxi. GM's in-house team - at the Warren Tech Center - is already delivering a value proposition, Super Cruise, for which consumers are paying...happily.
By comparison, Cruise is looking like an expensive distraction and, like the $500M Lyft investment, a gamble. As a separate operation, like Maven, Cruise may find itself cut loose if not shut down - though Softbank, Honda, and other investors will have a say. With the termination of Maven, GM has shown, once again, it is able to cut its losses. In the time of COVID-19, though, we are starting to get close to the bone.