Amazon-backed Zoox officially launched its autonomous robotaxi service on the Las Vegas Strip this week, marking a new milestone in the ride-hailing industry. What makes this rollout different is that Zoox is the first company to provide fully driverless rides to the public in a purpose-built autonomous vehicle.
For now, all rides are free and can be booked through the Zoox app, with pickup points at high-profile destinations around Las Vegas. The service is operating in a dedicated ride-hail zone around the Strip, with plans to expand across the city in the coming months. Riders will eventually pay for trips, but Zoox said it is awaiting regulatory approval before introducing fares.
Bidirectional drive
The debut caps more than a decade of development. Founded in 2014, Zoox took a different path from rivals Waymo and Tesla by designing an entirely new vehicle instead of retrofitting existing cars. The electric, carriage-style robotaxi seats four passengers in two rows facing each other, lacks a steering wheel and pedals, and can drive bidirectionally on city streets at up to 45 mph.
The Zook’s spacious cabin, floor-to-ceiling windows, and conversational seating aim to redefine the ride-hailing experience. In many ways, this shuttle vehicle already embodies what rivals have put forward as their second-generation robotaxis, like the Tesla Robovan or the Cruise Origins.
“This was never about making a car drive itself,” Jesse Levinson, Zoox co-founder and CTO, said during the launch. “It was about creating an entirely new mode of transportation. After more than a decade of research and testing, we’re excited to bring that vision to life for the public.”
Recall
Zoox has tested its fleet extensively in Las Vegas and San Francisco, and has already logged millions of autonomous miles. Early trials began with employee riders before expanding to public demos last year. The company has also navigated safety setbacks: earlier this year, Zoox recalled more than 270 vehicles to update its software after minor incidents in both cities.
CEO Aicha Evans emphasized that the company’s priority remains safety before scale. “Our bar is not perfect. It’s being significantly safer than a human driver,” Evans said. “The launch in Las Vegas is only the beginning. We’re setting out to transform the ride-hailing experience and bring it to more markets.”
10,000 vehicles annually
Amazon acquired Zoox for $1.3 billion in 2020, providing the e-commerce giant with an entry point into the robotaxi market. That field has so far been dominated by Waymo, which surpassed 10 million paid rides earlier this year and operates in five U.S. cities with more markets on the way. Tesla has entered the space with a supervised robotaxi pilot in Austin.
Still, Zoox is betting that its purpose-built design and deep-pocketed parent will give it an edge. The company recently opened a factory in Hayward, California, where it aims to scale production to as many as 10,000 vehicles annually.
