Zoox, the autonomous vehicle subsidiary of Amazon, has been testing its electric robotaxis in Las Vegas, offering a safe but conservative ride experience. The company, which has been working on its autonomous shuttle for over a decade, has been slow to roll out its service, with only employees and their families currently able to use the vehicles in select cities.

The Zoox robotaxi, which resembles an oversized toaster, has been designed from the ground up as a purpose-built autonomous vehicle. Unlike competitors like Waymo, which uses retrofitted vehicles, Zoox's approach is more expensive and labor-intensive. The company's business model relies on building bespoke autonomous vehicles, which raises questions about its self-certification process and compliance with regulations.

Despite the slow rollout, Zoox is taking a steady approach to autonomy, focusing on perfecting its software and proprietary design. The company's cofounder and CTO, Jesse Levinson, believes that Zoox's unique approach will pay off in the long run. "We've just tried to stay really steady, grounded, and focused on our mission, no matter what else is going on," Levinson said during a ride-along. "We can certainly learn from our fellow travelers. We can be inspired when they're doing well, and we feel like, hey, you know, this is possible. We should catch up here."

The ride experience itself is safe, but lacks the polish of competitors like Waymo. The vehicle's conservative decision-making and abrupt braking at times make for a less-than-smooth ride. Additionally, the seats, while comfortable, offer limited visibility, and the vehicle's low-to-the-ground design makes it prone to feeling every bump and pothole on the road.

Zoox's slow progress is in stark contrast to competitors like Waymo, which has been expanding its service to new cities and partnering with major companies. The broader robotaxi project is also facing challenges, with companies like Cruise and Argo AI shutting down due to funding issues. China is ramping up its own efforts, alarming legislators and tech workers alike. Tesla's Elon Musk has vowed to launch his own robotaxi operation in June, but doubts remain about his approach to safety.

Despite the challenges, Zoox remains committed to its vision of providing a unique and safe autonomous vehicle experience. The company plans to open an invite-only "Explorer" program soon, similar to Waymo's Early Riders program. With more locations, including Austin and Miami, set to come online later this year, Zoox is slowly but surely making progress in the autonomous vehicle market.

However, the company still has a long way to go to catch up with competitors and prove its winning formula. As the autonomous vehicle market continues to evolve, Zoox will need to accelerate its progress and address its shortcomings to remain a viable player in the industry.