• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Current price of oil as of June 16, 2026

2

Team USA star Ricardo Pepi grew up in a trailer in El Paso—and his parents pawned their car title to fuel his soccer dream. Now, he’s in the World Cup

3

Current price of oil as of June 15, 2026

1

Current price of oil as of June 16, 2026

2

Team USA star Ricardo Pepi grew up in a trailer in El Paso—and his parents pawned their car title to fuel his soccer dream. Now, he’s in the World Cup

3

Current price of oil as of June 15, 2026
Autos

Google’s self-driving cars are coming sooner than you think

By
Doron Levin
Doron Levin
Down Arrow Button Icon
By
Doron Levin
Doron Levin
Down Arrow Button Icon
October 2, 2015, 12:45 PM ET
Kirsten Korosec
Add Fortune on Google for similar content.

The Google self-driving car project is looking more and more like a valid, tangible and feasible technology that could be commercialized sooner rather than later.

Google this week invited journalists to inspect and ride in two prototypes that demonstrate the self-driving software it has developed so far, which can identify objects seen by sensors on or near roadways – whether that’s a stop sign, a child running from between parked cars or a fire engine – and instructs the vehicle how to respond safely.

This writer drove in both prototypes and was quite impressed. While the prototypes’ performance was hardly perfect, as my colleague Kirsten Korosec noted, they conveyed an artificial intelligence that already suggests itself to be superior in many ways to the distracted, impatient and often imprudent behavior of human drivers.

Most auto executives have predicted that a commercial autonomous car is a decade or more away. But Google seems to be on a path to have a self-driving car on the market far sooner. Chris Urmson, Google’s director of the self-driving cars division, was asked when, specifically, such a vehicle might be available for purchase, he indicated a four-year time horizon. “I have a 12-year-old son,” he said. “My goal is for him not to need a driver’s license.” In California, you can get a driver’s license at the age of 16.

In what was another clear sign of how high a priority the project is, Sergey Brin, Google president and co-founder, paid a surprise visit to the press briefing.

Interestingly, though, Google executives acknowledged that they don’t wish to build cars — but rather will partner with automakers to bring the project to fruition. “To bring this project to scale, we need to partner with top-tier OEMs (original equipment manufacturers – automakers),” Brin said. That, no doubt, will quiet the anxieties of auto executives from Detroit to Munich, though Apple Inc., another Silicon Valley enterprise that wants to get into self-driving car business, has made no such public assertion.

 

Earlier this month, Google hired as CEO of the project John Krafcik, an auto industry veteran and former chief executive officer of Hyundai Motor Co.’s North American subsidiary. Krafcik, no doubt, will begin forging formal alliances with automakers and major parts suppliers. Google’s technological progress, meanwhile, has lit a fire under the world’s automakers.

Auto executives and engineers increasingly discuss and demonstrate their own initiatives to develop technologies that take over for drivers in certain situations. Volkswagen AG’s Audi luxury vehicle subsidiary, for example, offers in its new Q7 large SUV an array of digital safety technologies. One, called traffic jam assist, allows a driver in slow, heavy highway traffic to turn over most of the driving to the car.

Traffic jam assist draws from a slightly older radar-based technology called “adaptive cruise control,” which is becoming more common on all automobiles. By integrating cruise control with radar, a vehicle may be set to drive at a certain speed and will automatically slow down when approaching a slow moving vehicle. An even newer feature, automatic emergency braking, can prevent most rear-end collisions.

As automakers develop more such features, they are advancing toward a vehicle that is very nearly autonomous. Yet automakers are achieving autonomy via a different route than Google, which is creating a “robot” that evaluates images and decides what to do.

General Motors Co. executives, meeting with investors at a business conference on Thursday, said they hoped to demonstrate an autonomous Chevrolet Volt extended range electric vehicle a year from now.

[fortune-brightcove videoid=4518550479001]

 

Doron Levin’s postings on Twitter can be found @DoronPLevin. He is the host of SiriusXM’s “In the Driver’s Seat,” broadcast on Insight 121 on Saturday at noon and again at 9 a.m. on Monday.

 

 

 

 

About the Author
By Doron Levin
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in

sb
Personal FinanceSocial Security
‘Social Security is on a collision course toward insolvency,’ watchdog says. It hasn’t been this bad since 1983
By Nick LichtenbergJune 17, 2026
31 minutes ago
Mortgage rates today, June 17, 2026
Personal Financemortgages
Mortgage rates today, June 17, 2026
By Glen Luke FlanaganJune 17, 2026
34 minutes ago
Current refi mortgage rates report for June 17, 2026
Personal FinanceReal Estate
Current refi mortgage rates report for June 17, 2026
By Glen Luke FlanaganJune 17, 2026
34 minutes ago
Current ARM mortgage rates report for June 17, 2026
Personal FinanceReal Estate
Current ARM mortgage rates report for June 17, 2026
By Glen Luke FlanaganJune 17, 2026
34 minutes ago
The new problem for millennial parents in the Northeast: the million-dollar starter home
Real EstateHousing
The new problem for millennial parents in the Northeast: the million-dollar starter home
By Sydney LakeJune 17, 2026
34 minutes ago
He fled Iran for the American dream, became a millionaire, and could have retired—instead, he built the health tech that saved his father from cancer
SuccessFortune The Good Life
He fled Iran for the American dream, became a millionaire, and could have retired—instead, he built the health tech that saved his father from cancer
By Orianna Rosa RoyleJune 17, 2026
35 minutes ago

Most Popular

Current price of oil as of June 16, 2026
Personal Finance
Current price of oil as of June 16, 2026
By Joseph HostetlerJune 16, 2026
19 hours ago
Team USA star Ricardo Pepi grew up in a trailer in El Paso—and his parents pawned their car title to fuel his soccer dream. Now, he’s in the World Cup
Success
Team USA star Ricardo Pepi grew up in a trailer in El Paso—and his parents pawned their car title to fuel his soccer dream. Now, he’s in the World Cup
By Preston ForeJune 15, 2026
2 days ago
Current price of oil as of June 15, 2026
Personal Finance
Current price of oil as of June 15, 2026
By Joseph HostetlerJune 15, 2026
2 days ago
Hundreds of Stanford students walked out of their grad ceremony to protest Google CEO’s commencement speech. It wasn’t all about AI
Big Tech
Hundreds of Stanford students walked out of their grad ceremony to protest Google CEO’s commencement speech. It wasn’t all about AI
By Tristan BoveJune 15, 2026
2 days ago
Cursor’s 25-year-old CEO is a former Google intern who just cemented a $60 billion deal with SpaceX
AI
Cursor’s 25-year-old CEO is a former Google intern who just cemented a $60 billion deal with SpaceX
By Marco Quiroz-GutierrezJune 16, 2026
18 hours ago
Current price of silver as of Monday, June 15, 2026
Personal Finance
Current price of silver as of Monday, June 15, 2026
By Joseph HostetlerJune 15, 2026
2 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.