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Would An Apple Car Be Good For The Automotive Industry?

24-03-2016
Industry news

You may be aware of rumours that Apple is looking to enter the Motor Trade with ‘Project Titan’.
Is this something that could genuinely happen?
If so… Would it change the Industry much?

Tony Fadell (CEO of Alphabets Nest) worked for Apple during 2008 and was quoted on a conversation with then CEO Steve Jobs about the idea of building a car. ‘Apparently’ the resources weren’t there to begin the project then. The thinking behind the idea came from the main components that form a vehicle; a battery, computer, mechanical structure and a motor which are all components that the iPhone has. Therefore it is surely something that can be achieved right?

The questions over this becoming a reality are quite exciting, and your responses would be great to hear.

Firstly, how would these be sold?

With some Car dealerships employing a ‘Product Genius’ for their dealership, you could say it’s already having an influence. It could mean a lot of training on product knowledge and adapting to a different style of selling but this doesn’t have to be too dis-similar does it? It may even bring longevity to the team.

Where would these be sold?

Could you see yourself travelling through a major city passing a Mercedes, BMW, Ford and Volkswagen dealership to see an Apple Car Dealership next door? I assume it would be white, immaculate with the traditional Apple logo across the wall. Alternatively, could the Titan be sold within the apple store at your local shopping mall? Rockar Hyundai has created the shopping mall experience so it wouldn’t be something new.

Service and repair?

A fascinating question is who would be employed to repair these vehicles? Based on the background and history of Apple, would it make sense to hire an IT expert to repair these vehicles or a fully qualified Vehicle Technician? Or an Auto-electrician? I would imagine a mix of these, but it then leads on to the issue regarding training and development, NVQ criteria and apprentice requirements. Surely the NVQ qualification would have to include additional sections to cover the foundations of a vehicle like Apple and similar cars like Tesla.

If Apple does enter the Automotive Industry, how could it change the world we currently know and could this benefit the trade?