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  • Automotive Industry CEOs Share Differing Stances on Rumors of an Electric Apple Car


    As news and speculation for Apple’s rumored electric car continue, more auto industry leaders are pitching in their two cents on the matter. More recently, the CEO of Daimler, Dieter Zetsche, and the CEO of the Renault-Nissan Alliance, Carlos Ghosn, each shared their radically different stances regarding the matter. The former dismissed the idea and the latter welcomed it as a boost to the company’s business.

    As mentioned in a previous piece, Zetsche was quoted by Motoroing.com.au as stating that the Apple Car doesn’t pose much of a threat. A similar stance was taken by other automotive industry players such as the former GM chief, Dan Akerson. Zetsche had the following to say regarding the matter:

    If there were a rumor that Mercedes or Daimler planned to start building smartphones then they [Apple] would not be sleepless at night. And the same applies to me. And this is full of respect for Apple. That is what I am saying.
    When speaking with Reuters, Zetsche later added that companies such as Apple and Google aren’t interested in building full-fledged cars. The following was mentioned in his interview:

    Google and the likes want to get involved; I don't think in the first place to build vehicles. We have to understand that, and then to find our roles, to which extent they are complementary, to which extent we become dependent, to which extent we are competitors.
    Ghosn on the other hand took a completely different stance suggesting that an electric car by Apple could help boost Renault and Nissan’s profits. His reasoning behind the stance was that Apple’s entry into the market would raise awareness of electric cars as a whole which in turn may boost vehicle sales of the Nissan Leaf. Ghosn said the following regarding the matter:

    If Apple does it, obviously it's good news for us. The fact that a company outside of the auto industry wants to do electric cars is refreshing.
    As of right now, rumors of an electric Apple Car are largely speculative. Various moves made by the Cupertino California company are pointing towards the creation of an Apple Car but no concrete evidence has been revealed thus far. We’ll have to wait and see.

    Source: CNET, Motoring.com.au, Reuters
    This article was originally published in forum thread: Automotive Industry CEOs Share Differing Stances on Rumors of an Electric Apple Car started by Akshay Masand View original post
    Comments 3 Comments
    1. Hardwell's Avatar
      Hardwell -
      Haha, they are laughing at Apple because of the new car Industry shiet.

      Remember, 2005: Blackberry laughed at apple for introducing the iphone saying that it was useless.

      Look where Apple is, Blackberry, and look where you are now.
    1. Ambi_Valence's Avatar
      Ambi_Valence -
      Quote Originally Posted by Hardwell View Post
      Haha, they are laughing at Apple because of the new car Industry shiet.

      Remember, 2005: Blackberry laughed at apple for introducing the iphone saying that it was useless.

      Look where Apple is, Blackberry, and look where you are now.
      Whilst not impossible for Apple to make a good go of it, they are right to laugh and if not laugh, right not to be too worried.
      Apple make great consumer electronics products. This does NOT mean they’d make a good job of a car even with all the money they have. There are so many things they probably don’t know about engineering in the car world that it beggars belief.

      Trust me when I tell you that the engine management computers, (that often incorporate chassis and transmission management), in a modern automobile are just as advanced as anything Apple has. In addititon you think that Apple are all about precision hardware production, (which YES - they are very good at), jeez you should see the levels a car company go to when making a blueprinted high performance turbocharged powerplant. The difference on the hardware side is leagues beyond what Apple will be doing.
      Then don’t forget that the hardware undergoing immense pressures, vibrations and temperatures has to take and give many sensory inputs/signals from the managing software. All this has to run safely. Think of the SuperSport Veyron, 1200hp!! while the engine turns at 6000 times a minute. Please don’t tell me that even a tricked out top of the line Mac Pro can compare.

      They may be premature in their joviality but I see good reason for it and little against. If Apple do make it, I suspect it will be initially because of the fashionable name rather than a great product.
    1. luvmytj's Avatar
      luvmytj -
      AT&T laughed when Apple said they would revolutionize the cell phone industry also.
      If Apple wants to build a car, Apple will build that car.