Uber is doubling down on autonomous vehicle tech

between $125 and $200 million a quarter and is responsible for 15-30% of Uber's quarterly losses.

Greater control over the customer experience. By designing and operating its own fleet of AVs, Uber will maintain complete control over the customer experience. The fleet manager approach would require Uber to turn over at least some portions of the customer experience to partners. For example, the vehicles may have been co-branded by Uber and its partners.

Monetizing the tech potential beyond the auto industry. Though self-driving technologies are pricey to develop, they could fetch a pretty penny once refined, both in and out of the auto industry. Waymo, notably,selling its LiDAR sensor technologies to non-auto industry customers earlier this month, an opportunity Uber may also have its eye on.

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