Three former executives at Google, Tesla and Uber who once raced to be the first to develop self-driving cars have adopted a new strategy: Slow down. And shut up.

At their new company Aurora Innovation, which is developing self-driving technology for carmakers including Volkswagen and Hyundai, the rules are simple: No flashy launches, mind-blowing timelines or hyper-choreographed performances on closed tracks. “No demo candy,” said Chris Urmson, a co-founder and former head of Google’s self-driving car team.

Aurora’s long-game technique reflects a new phase for the hyped promise of computer-piloted supercars: a more subdued, more pragmatic way of addressing the tough realities of the most complicated robotic system ever built.
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