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

Trendingnow

1

Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year

2

Indeed chief economist says we’re entering an era of ‘great mismatch’ thanks to a generational imbalance of workers

3

Apple’s Steve Wozniak says he cofounded the tech giant after 5 rejections from HP—not to ‘make money.’ For years, his paycheck was just $50

1

Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year

2

Indeed chief economist says we’re entering an era of ‘great mismatch’ thanks to a generational imbalance of workers

3

Apple’s Steve Wozniak says he cofounded the tech giant after 5 rejections from HP—not to ‘make money.’ For years, his paycheck was just $50
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

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

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

The more generous U.S. ceasefire terms are, the more suspicious Iran becomes they’re a ruse for another attack, expert says
PoliticsIran
The more generous U.S. ceasefire terms are, the more suspicious Iran becomes they’re a ruse for another attack, expert says
By Jason MaMay 24, 2026
1 hour ago
f
Energyfraud
Nonprofit fraud isn’t surging. Enforcement is
By Sarah Webber and The ConversationMay 24, 2026
3 hours ago
r
HealthHealth
The quiet $8 billion crisis: long COVID costs keep rising as Washington looks away
By Bruce Y. Lee, Hannah Dimmick and The ConversationMay 24, 2026
3 hours ago
w
Personal FinanceWhite House
From Hobbes to the 14th amendment: the ancient and modern cases against Trump’s $1.8 billion fund
By Austin Sarat and The ConversationMay 24, 2026
4 hours ago
mental
Healthmental health
500,000 people were locked in state psychiatric hospitals. Their descendants can’t find out why
By Mike Stobbe, Nick Lichtenberg and The Associated PressMay 24, 2026
4 hours ago
mark
Travel & LeisureAirline industry
The travel industry has been taking body blows. Here comes an airport ‘sanctuary city’ crackdown
By Josh Funk, Rio Yamat and The Associated PressMay 24, 2026
4 hours ago

Most Popular

Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year
Success
Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year
By Preston ForeMay 21, 2026
3 days ago
Indeed chief economist says we’re entering an era of ‘great mismatch’ thanks to a generational imbalance of workers
Success
Indeed chief economist says we’re entering an era of ‘great mismatch’ thanks to a generational imbalance of workers
By Emma BurleighMay 22, 2026
2 days ago
Apple’s Steve Wozniak says he cofounded the tech giant after 5 rejections from HP—not to ‘make money.’ For years, his paycheck was just $50
Success
Apple’s Steve Wozniak says he cofounded the tech giant after 5 rejections from HP—not to ‘make money.’ For years, his paycheck was just $50
By Preston ForeMay 22, 2026
2 days ago
Microsoft reports are exposing AI's real cost problem: Using the tech is more expensive than paying human employees
AI
Microsoft reports are exposing AI's real cost problem: Using the tech is more expensive than paying human employees
By Jake AngeloMay 22, 2026
2 days ago
Bolt CEO says he let go of his entire HR team for creating problems that didn’t exist: ‘Those problems disappeared when I let them go’ 
Workplace Culture
Bolt CEO says he let go of his entire HR team for creating problems that didn’t exist: ‘Those problems disappeared when I let them go’ 
By Preston ForeMay 19, 2026
5 days ago
This 39-year-old quit his lineman job during the pandemic and built a $50 million company in his backyard
Success
This 39-year-old quit his lineman job during the pandemic and built a $50 million company in his backyard
By Nick LichtenbergMay 23, 2026
1 day 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.