, Columnist
The Bezos Rule on Making Beer Applies to Carmakers
Having a better chip inside is great, but the difference probably won’t be worth the high cost.
A Cruise vehicle in San Francisco.
Photographer: Bloomberg/BloombergThis article is for subscribers only.
Cruise LLC is sick of paying through the nose for semiconductors, so the self-driving car division of General Motors Co. decided to start designing chips itself. It’s a bold move, but one that could see the auto company lose direction.
Only 18 months ago semiconductor giant Nvidia Corp. was showing off the Cruise Origin Robotaxi as a case study in the use of graphics processing units in Cruise cars “to process the massive amounts of data its fleet collects on San Francisco’s chaotic streets in real time.”