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

How one of Mary Barra’s most promising investments went from GM’s ‘crown jewel’ to a liability

By
Emma Hinchliffe
Emma Hinchliffe
and
Joey Abrams
Joey Abrams
Down Arrow Button Icon
By
Emma Hinchliffe
Emma Hinchliffe
and
Joey Abrams
Joey Abrams
Down Arrow Button Icon
May 20, 2024, 8:44 AM ET
GM CEO Mary Barra is trying to help autonomous vehicle company Cruise recover from a serious safety incident last year after GM invested $10 billion in the company.
GM CEO Mary Barra is trying to help autonomous vehicle company Cruise recover from a serious safety incident last year after GM invested $10 billion in the company. Emily Elconin/Bloomberg—Getty Images

Good morning, Broadsheet readers! Reese’s Book Club dominates the literary landscape, five states will have abortion rights on their November ballots, and GM tries to salvage its $10 billion investment in self-driving business Cruise after a scary safety incident. Have a productive Monday!

– Safety first. As General Motors poured $10 billion into autonomous driving startup Cruise, GM CEO Mary Barra hoped that the investment would help the automaker pull ahead in the EV race. GM has manufactured electric vehicles since the 1990s, but has been outshone by Tesla—and GM’s strategy is still go to 100% electric by 2035. Barra believed in the technology so much she posted a video on her LinkedIn two years ago in which she was thrilled by her first ride in a Cruise car. “I can’t stop smiling,” she said at the time.

Recommended Video

But a serious safety incident last year has put that all in jeopardy. In October 2023, a self-driving robotaxi in San Francisco hit a woman, ran over her, and dragged her for 20 feet. The car incorrectly labeled the incident a “side collision” and tried to pull over, not registering it was dragging a person along with it.

The non-fatal incident set off a wave of re-evaluation and restructuring at GM and Cruise, my colleague Jessica Mathews reports in a new Fortune investigation. For GM, the incident has taken one of Barra’s most promising investments (GM owns 80% of Cruise) from a “crown jewel” to a “liability,” Jessica writes.

The upheaval arrived as Barra was simultaneously managing last year’s UAW strike against the Big Three automakers. GM replaced most of Cruise’s management team and eventually settled with the woman who was hit for somewhere between $8 million and $12 million. And as Jessica writes, the incident showed the power of a Fortune 500 giant like GM to salvage an upstart self-driving business, compared to a typical startup trying to save itself after a disaster. When an analyst said that the incident was “un-GM-like,” Barra told him, “I agree with you.”

Read Jessica’s full investigation here.

Emma Hinchliffe
emma.hinchliffe@fortune.com

The Broadsheet is Fortune’s newsletter for and about the world’s most powerful women. Today’s edition was curated by Joseph Abrams. Subscribe here.

ALSO IN THE HEADLINES

- Five and counting. Five states will now put abortion rights on their November ballots. South Dakota and Colorado are the latest to approve ballot measures that will ask voters whether to enshrine abortion rights in their state constitutions. NBC News

- Read with Reese. How did Reese Witherspoon's book club take over the literary world? Print sales of Reese's Book Club picks totaled 2.3 million in 2023 and outsold those of both Oprah's Book Club and Jenna Bush Hager's Read With Jenna. New York Times

- Chair in the hot seat. Tesla chair Robyn Denholm says her job does not include babysitting CEO Elon Musk and fought back against accusations that the exorbitant wealth she’s amassed via Tesla obstructs her oversight of the company. She’s working to garner shareholder support for CEO Elon Musk's $56 billion pay package and reincorporate Tesla in Texas ahead of an annual company meeting next month. Financial Times

- Blame the wife. Supreme Court Justice Samuel Alito and Sen. Bob Menendez (D–N.J.) have both blamed their wives after being caught in hot water; Alito for a "Stop the Steal" symbol at his house, and Menendez for bribery allegations. It's an age-old political strategy that raises questions of sexism and stereotypes. New York Times

- Custody battle. Japan's parliament passed an amendment permitting joint custody, rather than sole custody, of children after divorce. However, the change has drawn criticism from women's rights activists who say it can put victims of domestic abuse in harm's way. Nikkei Asia

- #MeToo boom. A French short film spotlighting the testimony of thousands of sexual assault victims is reinvigorating the country’s MeToo movement after its debut at the Cannes Film Festival. Moi Aussi, or Me Too, was produced by French actress Judith Godrèche, one of the first women to make accusations against disgraced Hollywood producer Harvey Weinstein. Bloomberg

MOVERS AND SHAKERS: Dior CEO Delphine Arnault, a favorite candidate to succeed her father Bernard Arnault at LVMH, is taking a broader role across LVMH's fashion portfolio after the abrupt departure of executive Michael Burke.

ON MY RADAR

Cardi B TikTok helps stock in South Korean maker of spicy instant noodles jump by 30% Fortune

Why no women are among the world’s 50 highest-paid athletes Forbes

From denial to admission: How a surveillance tape held Sean ‘Diddy’ Combs accountable CNN

PARTING WORDS

“I’ve had 35 really great self-centered years and, to be honest, I could use a break.”

—Cookbook author Molly Baz on embracing parenthood

This is the web version of MPW Daily, a daily newsletter for and about the world’s most powerful women. Sign up to get it delivered free to your inbox.
About the Authors
Emma Hinchliffe
By Emma HinchliffeMost Powerful Women Editor
LinkedIn iconTwitter icon

Emma Hinchliffe is Fortune’s Most Powerful Women editor, overseeing editorial for the longstanding franchise. As a senior writer at Fortune, Emma has covered women in business and gender-lens news across business, politics, and culture. She is the lead author of the Most Powerful Women Daily newsletter (formerly the Broadsheet), Fortune’s daily missive for and about the women leading the business world.

See full bioRight Arrow Button Icon
Joey Abrams
By Joey AbramsAssociate Production Editor

Joey Abrams is the associate production editor at Fortune.

See full bioRight Arrow Button Icon

Latest in Newsletters

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
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
Sections
  • Finance
  • Leadership
  • Success
  • Tech
  • Asia
  • Europe
  • Environment
  • Fortune Crypto
  • Health
  • Retail
  • Lifestyle
  • Politics
  • Newsletters
  • Magazine
  • Features
  • Commentary
  • Mpw
  • CEO Initiative
  • Conferences
  • Personal Finance
  • 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
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map

Latest in Newsletters

NewslettersCEO Daily
One reason CEOs tie layoffs to AI? It motivates remaining employees to adopt the technology
By Diane BradyJanuary 12, 2026
3 hours ago
An iPhone displaying the Grok app and logo on January 7, 2026. (Photo: Anna Barclay/Getty Images)
NewslettersFortune Tech
Indonesia and Malaysia temporarily block Grok
By Andrew NuscaJanuary 12, 2026
4 hours ago
NewslettersMPW Daily
Men joined the labor force at three times the rate of women in 2025
By Emma HinchliffeJanuary 9, 2026
3 days ago
Tom Shea, CEO of OneStream.
NewslettersCFO Daily
OneStream CEO: $6.4 billion deal to go private will accelerate AI strategy in finance
By Sheryl EstradaJanuary 9, 2026
3 days ago
NewslettersTerm Sheet
Andreessen Horowitz’s shiny, new $15 billion reveals where the firm sees the biggest opportunities
By Allie GarfinkleJanuary 9, 2026
3 days ago
Chinese and U.S. flags wave outside a technology company in Beijing, on April 17, 2025. (Photo: Pedro Pardo/AFP/Getty Images)
NewslettersFortune Tech
‘Salt Typhoon’ hackers accessed email of U.S. congressional committee staff
By Andrew NuscaJanuary 9, 2026
3 days ago

Most Popular

placeholder alt text
Economy
Trump may be raising your taxes with his tariffs but he could actually cut inflation with them, too, SF Fed says
By Jake AngeloJanuary 6, 2026
6 days ago
placeholder alt text
AI
This CEO laid off nearly 80% of his staff because they refused to adopt AI fast enough. 2 years later, he says he'd do it again
By Nick LichtenbergJanuary 11, 2026
19 hours ago
placeholder alt text
Economy
A Supreme Court ruling that strikes down Trump's tariffs would be the fastest way to revive the stalling job market, top economist says
By Jason MaJanuary 11, 2026
17 hours ago
placeholder alt text
Economy
As U.S. debt soars past $38 trillion, the flood of corporate bonds is a growing threat to the Treasury supply
By Jason MaJanuary 10, 2026
2 days ago
placeholder alt text
Success
Gen Z are arriving to college unable to even read a sentence—professors warn it could lead to a generation of anxious and lonely graduates
By Preston ForeJanuary 9, 2026
3 days ago
placeholder alt text
Health
Bill Gates warns the world is going 'backwards' and gives 5-year deadline before we enter a new Dark Age
By Eleanor PringleJanuary 9, 2026
3 days ago

© 2025 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.