Gary West, a seasoned expert in mobility technology, has assumed the role of managing director of Cruise Middle East, a prominent self-driving technology company, effective September 2023.
West’s primary responsibility will be to spearhead Cruise’s efforts in commercializing their autonomous technology within the Middle East, particularly in conjunction with their strategic partnership with Dubai’s Roads and Transit Authority (RTA).
In a significant development back in 2021, RTA selected Cruise as the exclusive provider for self-driving ride-hail services, marking Dubai as the inaugural international city for Cruise’s expansion.
Currently, Cruise’s autonomous vehicles are engaged in comprehensive data collection and initial testing in the Jumeirah 1 area of Dubai, focusing on traffic systems, signals, signage, and driving behavior.
Before joining Cruise, Gary West played a pivotal role in establishing GM’s connectivity offerings in the region and laid the foundation for GM’s foray into autonomous and electric technology in the Middle East. He served as GM’s Managing Director of OnStar Middle East and Head of Future Mobility. This appointment followed his extensive three-decade tenure with GM, during which he held various key positions spanning multiple continents, including operations, mobility strategy, and more.
Jack Uppal, President and Managing Director of General Motors Africa Middle East Operations, announced the successor to Gary West. Luis De La Cruz will take over as Managing Director of OnStar and Digital Business. De La Cruz’s mandate will encompass driving the growth of GM’s Digital Business in Africa and the Middle East, along with providing support for GM International Connected Operations.
Tasked with establishing the groundwork for GM’s future Connected Digital Business, De La Cruz and his team will lead the expansion of the OnStar business across the region. Additionally, they will introduce consumer technologies such as Super Cruise and other solutions enabled by the Software Defined Vehicle.
Jack Uppal commented, “GM is leading the transformation of the automotive industry. Gary and Luis will play important roles in the implementation of self-driving and connectivity technologies for customers in the Middle East, supporting GM and Cruise’s shared vision of a world of Zero Crashes, Zero Emissions, and Zero Congestion.”
Luis De La Cruz embarked on his career with GM Mexico in 2008, and over the years, he has made significant contributions in Global Purchasing and Portfolio Planning, showcasing his dedication to advancing the automotive industry.
