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. 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. In the wake of several high-profile crashes that dented public enthusiasm in autonomous cars, Aurora's executives are urging their own industry to face a reality check, saying lofty promises risk confusing passengers and dooming the technology before it can truly take off.