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[Introduction] Are we far or near?
Today, there are two main directions in the general trend of Internet cars. One is that traditional OEMs upgrade Internet technology on existing products; the other is the birth of companies including LeTV Automobile, Weilai Automobile and Internet car manufacturing companies including Chehejia founded by Li Xiang.
Take LeTV Motors, which has been at the forefront of the limelight, as an example. Since the project officially surfaced last year, it has taken one wave after another, not only joining forces with Aston Martin, but also reaching a strategic cooperation with an American start-up electric vehicle company. Last month, LeTV Super Car finally launched the factory project, which is of great significance to LeTV's car manufacturing.
Then, let’s look at Apple, which has a similar Internet ecosystem background to LeTV. A few years ago, Apple launched a car-building plan code-named "Titan", which once attracted enough attention from the industry to the plan. Spend. After all, Apple, as a leading company in the global industry, is going to start building cars, which is very exciting news in itself.
But while other Internet car-making companies are already busy with a series of implementation tasks such as launching concept products, selecting factory locations, and establishing R&D centers, the news of Apple's car-making is about to disappear. Is the Apple car that Apple fans around the world are looking forward to still reliable?
From the current point of view, it is unlikely to build a car.
Recently, employees involved in the Apple&Titan&r car-making project revealed that the project has encountered serious challenges, and the launch date of the car will be postponed from the original 2019 to 2020. It is reported that the "Titan" project has been blocked mainly due to changes in data and senior leadership.
In the past two years, Apple has been busy purchasing servers to collect data on automobile R&D and manufacturing. This approach not only turned the "Titan", which was originally intended to develop profit channels, into a very high-investment project, but also made the process longer. Slow, already clearly lagging behind China's LeTV Super Car, not to mention Tesla, which is already on the right track.
On the other hand, the departure of several senior executives almost bankrupted the Titan project. Among them, the most important one is the vice president of product design who switched from Ford Motor Company to Apple in 2011. His departure caused the loss of much technical support required for the "Titan" plan, causing the project to be shelved for a time.
Whether it is the repeated postponement of the launch of the car, or major adverse factors such as personnel changes and data collection, the possibility of Apple building a car continues to decrease. Moreover, even if new cars can be launched in 2020, there is still a question mark whether they can eventually be mass-produced and put into the market.
Apple may provide technical support to other companies in the future.
Recently, foreign media "Wall Street Journal" reported that Apple has completed the first test after "restarting" the "Titan" self-driving car project, which implies that Apple is still concerned about self-driving technology. However, Apple has shifted the focus of its car-making plans from building its own electric cars to focusing on developing self-driving software.
Having written this, let us take a look at the original intention of launching the "Titan" plan. Originally, Apple wanted to seize the trend of Internet cars, further expand its own profit methods, and get a share of the pie with its leading edge in technology. , but with the occurrence of a series of unfavorable factors during the "Titan" plan, Apple had to make a new choice. Therefore, giving up building your own cars and using your technical advantages to provide support for other companies in autonomous driving, system research and development, etc. has become the biggest possibility currently seen. In other words, Apple still wants to make money from Internet cars, but it just doesn’t build its own cars.
Do we need an Apple car after all?
From a market perspective, whether an Apple car can appear or not has little impact. After all, what Apple can do in car products can be done by other companies.
But for consumers, especially fruit fans, they should be looking forward to it! For example, although it has just been launched, it has many shortcomings, but it is still sought after by fans around the world. Apple's system represents smoothness, simplicity and style for mobile phones, and such product business cards have been deeply rooted in people's hearts. Weishi in the automotive industry imagines that if Apple can launch a car with excellent exterior design, interior workmanship and power, and has a leading advantage in the automotive industry comparable to that in the mobile phone industry, then it will be difficult for this car to become popular. .
In the short term, the emergence of Apple cars is two years away from us. In the long term, even if Apple cannot build its own cars, it will pay great attention to the huge market of Internet cars. After all, isn’t that what Apple has been doing in the past few decades, from growing up from a young age to becoming a giant?