Who Benefits from Self-Driving Cars?

Everyone will benefit from self-driving cars, but to varying degrees. Society, from a safety standpoint, benefits from eliminating some or all of the 34,247 motor vehicle fatalities per year. The elderly and disabled can benefit by regaining independence. Commuters can benefit by turning their dreaded drive to work into a relaxing or productive session they look forward to. But what about car manufacturers?

Car manufacturers may potentially benefit the most from self-driving cars. Assuming that they develop safe, fully autonomous robotaxis, then a car manufacturer may be able to operate the car as a robotaxi and potentially generate ten times the sale price of a vehicle over the life of the vehicle. But before this can happen, a company has to produce a fully self-driving vehicle at a reasonable cost. From a hardware standpoint, a key challenge is sensor technology. Lidar, a critical sensor for autonomous cars that can bridge the deficiencies in today’s camera and radar systems, is a significant hurdle due to its cost (e.g., up to $75,000), size, and complexity.

Therefore, it comes as no surprise that lidar companies are benefiting from large investments and partnerships this year to develop advanced lidar solutions. For example, Sense Photonics recently emerged from stealth mode and made headlines with a $26 million round advertising a whole new approach that allows for an ultra-wide field of view and flexible installation. Sense Photonics claims they have a “flash” lidar which can illuminate the entire scene with one giant flash, as opposed to the scanning or sweeping systems employed by the early popular lidars systems, such as those from Velodyne. Luminar recently announced they developed a new LIDAR sensor that weighs less than 2 pounds, is the size of a soda can, and will cost as little as $500. Another upstart, Lumotive, announced that it has a solid-state sensor with metamaterial (e.g., a non-naturally occurring material that can have a negative refractive index) that includes tiny tunable components that can slow down parts of the laser beam in order to steer the beam. Steering a laser beam in this manner, according to Lumotive, may eliminate the need for mechanically moving parts. Yet another lidar company, Quanergy, touts that they have a fully solid-state automotive grade lidar based on optical phased arrays that do not include any moving parts on any scale, while offering an unparalleled level of quality and reliability.

While the timeline is uncertain, it is likely that self-driving cars will be safer than human drivers, and that auto manufacturers and technology suppliers will find opportunities to increase profits. However, this will likely bring about certain disadvantageous. Some disadvantages are obvious, such as the loss of transportation-related jobs due to automation, but there may be other less obvious disadvantages. If a car manufacturer can make more money by keeping their car, why would they sell it to consumers? Elon Musk thinks that is the case, and part of his “Master Plan” is to enable self-driving hardware to operate as autonomous robotaxis to generate revenue for Tesla itself. While autonomous robotaxis may have many benefits, the inability to buy a reasonably priced car because it is more profitable in the hands of the car manufacturer does not benefit the car shopper!


© 2019 Foley & Lardner LLP

More more on self-driving cars, see the Utilities & Transport law page on the National Law Review.

Uber Ordered to Buckle Up for Litigation: Taxicab Plaintiffs Ride out (in part) Uber’s Motion to Dismiss False Advertising Claims

A group of California taxicab companies sued Uber in federal court in San Francisco for falsely advertising the safety of Uber rides and for disparaging the safety of taxi rides. Uber moved to dismiss plaintiffs’ Lanham Actclaim, contending that the safety-related statements were non-actionable puffery and were not disseminated in a commercial context. Uber also moved to dismiss plaintiffs’ California unfair competition law (“UCL”) claim for lack of standing, and moved to strike plaintiffs’ request for restitution under the UCL and California’s false advertising law (“FAL”).

Declining to put the brakes on the lawsuit in its entirety, the court granted in part and denied in part Uber’s motion. L.A. Taxi Cooperative, Inc. v. Uber Technologies, Inc., 2015 WL 4397706 (N.D. Cal. July 17, 2015).

The court agreed that some of Uber’s statements were non-actionable puffery. For example, Uber’s claim that it was “GOING THE DISTANCE TO PUT PEOPLE FIRST” was “clearly the type of ‘exaggerated advertising’ slogans upon which consumers would not reasonably rely.” It would be impossible to measure whether or how Uber was fulfilling this promise. Likewise, Uber’s statement “BACKGROUND CHECKS YOU CAN TRUST” was puffery because it made no specific claim about Uber’s services. The court therefore dismissed plaintiffs’ claims as to these non-actionable statements.

On the other hand, the court did not agree that Uber was merely puffing when it claimed it was “setting the strictest safety standard possible,” that its safety is “already best in class,” that its “three-step screening” background check process adheres to a “comprehensive and new industry standard,” or when Uber compared its background check process to the taxi industry’s background check process. These statements were not puffery because “[a] reasonable consumer reading these statements in the context of Uber’s advertising campaign could conclude that an Uber ride is objectively and measurably safer than a ride provided by a taxi . . . .”

The court also rejected Uber’s argument that, because certain advertising claims were preceded by phrases like “Uber is committed to” or “Uber works hard to” – for example, “We are committed to improving the already best in class safety and accountability of the Uber platform . . .” – that the advertising claims were merely aspirational and therefore non-actionable. The challenged statements did more than assert that Uber was committed to safety, the court found; they included statements regarding the objective safety and accountability of Uber’s service. A reasonable consumer might rely on such statements, so the court denied Uber’s motion to dismiss in this regard.

The court found that certain advertising statements Uber made to the media were non-commercial speech and therefore not actionable under the Lanham Act or California state law. These statements were made in response to journalists’ inquiries, and were “inextricably intertwined” with the journalists’ independent – and largely critical – coverage of Uber’s safety record, which was a matter of public concern. Accordingly, the court granted Uber’s motion and dismissed plaintiffs’ claims relating to these non-actionable statements.

But the court did find Uber’s statements on ride receipts to be commercial speech. Following a completed ride, Uber emails its customers a receipt that includes a $1.00 “Safe Rides Fee.” Uber explains to customers who click on a link in the receipt that the fee was intended “to ensure the safest possible platform for Uber riders,” that Uber would put the fee towards its “continued efforts to ensure the safest possible platform,” and that “you’ll see this as a separate line item on every uberX receipt.” Uber contended that such statements related to a past transaction, rather than a prospective transaction that Uber sought to induce, and therefore did not amount to commercial speech. The court disagreed, finding that “the complaint adequately allege[d] that the statements relating to the ‘Safe Rides Fee’ [were] made for the purpose of influencing consumers to use Uber’s services again.”

On the California UCL claim, the court found that the taxicab plaintiffs lacked standing because they did not allege that they relied on Uber’s allegedly false or misleading advertising. In dismissing this claim, the court explained that it was declining to join the minority of California federal courts that have permitted UCL claims to proceed where the plaintiff pled potential consumers’ reliance rather than the plaintiff’s own reliance.

Finally, the court found that plaintiffs did not have a viable claim for restitution under California’s UCL and FAL because that remedy is limited to “money or property that defendants took directly from [a] plaintiff” or “in which [a plaintiff] has a vested interest,” and the complaint failed to allege that plaintiffs had an ownership interest in Uber’s profits that they sought to disgorge.

© 2015 Proskauer Rose LLP.

Uber’s Decision To “Deactivate” Driver Over Retweet of Article Goes Viral in Minutes

Allen Matkins Law Firm

It all started with a retweet. A recent story regarding the “deactivation” and subsequent reinstatement of an Uber driver in Albuquerque is a useful reminder for employers that, given the widespread use by employees of social media, employment decisions should not only be well thought out, but also should take into account potential negative publicity.

During a period while he was on hiatus from driving for Uber, Christopher Ortiz merely retweeted an article referenced as “Driving for Uber, not much safer than driving a taxi,” without commenting on the article. When he sought to resume driving for Uber a couple of months later, Ortiz received an email from Uber stating that his driver account had been “permanently deactivated due to hateful statements regarding Uber through social media.” The e-mail referenced the title of the article that Ortiz had retweeted. Ortiz immediately tweeted a screenshot of Uber’s email, and the story was picked up by websites such as Forbes and BuzzFeed.

Twitter Feed for Christopher J. Ortiz

Within hours, Uber reversed its decision and reactivated Ortiz’s driver account. Ortiz then tweeted a screenshot of Uber’s message reinstating him, which subsequently was retweeted numerous times.

In this situation, each of Uber’s communications with Ortiz was made public and broadcast within seconds of its transmission to Ortiz. It took only minutes for Uber’s termination decision to get attention from national media outlets. The fact that information regarding employers’ hiring and firing decisions can become subject to public scrutiny at such a rapid pace should serve as a reminder to employers to carefully assess how they approach these decisions and how they react to the decisions’ aftermath. For example, retracting an employment decision, particularly if it is publicized, could embolden other employees to publicize negative employment decisions affecting them in the hope those decisions too will be retracted.

As noted at the outset, employers should contemplate, as part of their decision-making process, that any employment decisions they make, and particularly those they may e-mail to their employees, potentially could be broadcast publicly and be subject to the court of public opinion through various forms of social media. As demonstrated by this incident, once a story gains traction on social media, it is very difficult, if not impossible, to control the ramifications.

ARTICLE BY

OF