By 2013, Google, while not a traditional manufacturer of automobiles, had invested millions of dollars in its self-driving cars which had logged over 500,000 miles of testing. The Google management team faced several questions. Should Google continue to invest in the technology behind self-driving cars? How could Google's core software-based and search business benefit from self-driving car technology? As large auto manufacturers began to invest in automotive technology themselves, could Google compete? Was this investment of time and resources worth it for Google?
Learning Objectives - "Google Car"1. To demonstrate how digital technologies are disrupting industries and enabling new competitors to enter.2. To discuss whether or not a software company such as Google can benefit from competing within an arena of established auto manufacturers.3. To explore how self-driving cars might transform transportation and society.
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