Google ’s “ asset - light ” business model will face challenges when integrating autonomous vehicles , according to Maryann Keller , principal of professional consultancy and advisory service , Keller & Associates . Cars, whether autonomous or not, cost a lot of money which has to be paid to the manufacturer before they go into a fleet. With the current Uber model , private individuals provide their own vehicles for the car - hailing business , with the onus for vehicle provision and maintenance on the drivers . The introduction of autonomous vehicles at a starting cost of approximately $ 40,000 per vehicle would have to be funded by the company , transforming Uber into something akin to a rental - car company .
Google ’s “ asset - light ” business model will face challenges when integrating autonomous vehicles , according to Maryann Keller , principal of professional consultancy and advisory service , Keller & Associates . With the current Uber model , private individuals provide their own vehicles for the car - hailing business , with the onus for vehicle provision and maintenance on the drivers . The introduction of autonomous vehicles at a starting cost of approximately $ 40,000 per vehicle would have to be funded by the company , transforming Uber into something akin to a rental - car company .