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GM Africa Middle East and Cruise Middle East Announce New Leadership of Their Pioneering Mobility Solutions


Mobility technology veteran Gary West has joined the self-driving technology company Cruise as Managing Director of Cruise Middle East, effective September 2023. West will lead the company’s commercialisation efforts in the region surrounding the strategic partnership with Dubai’s Roads and Transit Authority (RTA).

In 2021, RTA selected Cruise as their exclusive provider for self-driving ride-hail services, making Dubai the first international city Cruise will expand to. Cruise autonomous vehicles are collecting data and initial testing in Jumeirah 1 on Dubai’s traffic systems, signals, signage, and driving behaviour.

Before joining Cruise, West played an instrumental role in setting up GM’s connectivity offering in the region and laid the cornerstone for GM’s autonomous and electric technology in the Middle East. He was GM’s Managing Director of OnStar Middle East and Head of Future Mobility. This followed a three-decade tenure with GM, which spanned multiple continents and encompassed various roles in operations, mobility strategy, and more.

President and Managing Director of General Motors Africa Middle East Operations, Jack Uppal, announced that Luis De La Cruz would succeed Gary as Managing Director, OnStar and Digital Business. De La Cruz will lead the growth of GM’s Digital Business in Africa and the Middle East and support GM’s International Connected Operations.

Charged with establishing the groundwork of GM’s future Connected Digital Business, De La Cruz and his team will spearhead the expansion of the OnStar business across the region. They will also debut consumer technologies such as Super Cruise and other solutions enabled by the Software Defined Vehicle.

“GM is leading the transformation of the automotive industry. Gary and Luis will play important roles in implementing 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,” added Jack Uppal.

Luis De La Cruz began his career at GM Mexico in 2008 and has since made significant contributions to Global Purchasing and Portfolio planning.


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