Small Pasadena Firm Could Play Big Role in Self-Driving Technology, is Bought by General Motors

Published : Monday, October 9, 2017 | 1:36 PM

General Motors has acquired a Pasadena-based company that is developing Laser light sensors for autonomous cars as part of GM’s concerted effort to speed up deployment of self-driving technology in their vehicles.

In an announcement Monday, GM said it bought Strobe Inc., with offices at 465 North Halstead Street, Suite 140 in Pasadena, for an undisclosed amount.

The announcement added that Strobe Inc.’s engineering talent will join GM’s Cruise Automation team to define and develop next-generation LIDAR (light detection and ranging) solutions for self-driving vehicles.

“Strobe’s LIDAR technology will significantly improve the cost and capabilities of our vehicles so that we can more quickly accomplish our mission to deploy driverless vehicles at scale,” said Kyle Vogt, Cruise Automation founder and CEO.

LIDAR uses light to create high-resolution images that provide a more accurate view of the world than cameras or radar alone. As self-driving technology continues to evolve, LIDAR’s accuracy will play a critical role in its deployment.

On its website, Strobe said it is proud to announce “we are now part of the GM/Cruise family.”

“The successful deployment of self-driving vehicles will be highly dependent on the availability of LIDAR sensors,” Julie Schoenfeld, Strobe Inc. founder and CEO, said. “Strobe’s deep engineering talent and technology backed by numerous patents will play a significant role in helping GM and Cruise bring these vehicles to market sooner than many think.”

Last month, Cruise Automation revealed the world’s first mass-producible car designed with the redundancy and safety requirements necessary to operate without a driver. The vehicle will join Cruise’s testing fleets in San Francisco, Phoenix and Detroit.

General Motors, its subsidiaries and joint venture entities produce and sell vehicles under the Chevrolet, Cadillac, Baojun, Buick, GMC, Holden, Jiefang and Wuling brands. GM has leadership positions in several of the world’s most significant automotive markets and is committed to lead the future of personal mobility.

More information about GM and its subsidiaries is available at

To learn more about Strobe Inc., visit







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