The final race car and technology fans crave: Tesla (TSLA) against apple (AAPL) ; Elon Musk vs. Tim Cook.
It will be a game of titans, pitting two of the biggest innovative companies of recent years against each other. It will be difficult to pick a winner. How do you bet on Musk completely upending the entire automotive sector? Since Tesla, every automaker sees itself as nothing more than a tech group. Over-the-air updates for features, Tesla’s signature, have become the new standard. And why not bet on Apple changing mobile phones forever?
Both companies have great talent.
Either way, consumers seem to want this game. Consumers say they are ready to buy Apple cars, even if they don’t exist yet.
Over 50% of Tesla owners would buy an Apple car
According to an annual survey of 200,000 car owners conducted by Strategic Vision, 26% of customers of these car brands would “definitely consider” purchasing an Apple vehicle.
The Cupertino, Calif.-based company thus comes in third, behind Toyota. (TMs) (38%) and Honda (HNDAFMore) (32%).ford (debt) Tesla ranks fourth with 21%, Tesla ranks fifth with 20%, and Lexus ranks sixth with 19%. BMW (17%), Audi (VLKAF) (16%) and Porsche (pohi) (11%) continue. Strategic Vision said the data came from respondents who said they would “definitely consider” each brand.
What should concern Tesla and other automakers is that 24% of respondents far outperform Apple on quality. In fact, 24% of them said they liked it when asked about their impression of quality.
Tesla has recovered only 11% at this point, the same as Lexus, BMW and Porsche. Toyota gets 15% for quality, Honda his 13% and Audi 10%.
This is the first time Strategic Vision has included Apple in this study of more than 45 car brands.
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“What others should be concerned about is that Apple creates more love than any other car company,” said Strategic Vision president Alexander Edwards. Twice as strong brands.”
Unsurprisingly, Tesla customers have the ideal profile of potential Apple car customers. “More than 50% of his Tesla owners would ‘definitely consider’ a future Apple car. Everyone should be prepared,” Edwards said.
Will Apple One Day Build a Car?
“Of course, what Apple ultimately presents in terms of styling, powertrain, products, and other key features will ultimately determine the level of interest generated among car buyers. Brand awareness and reputation provide a formidable platform that automakers need to prepare accordingly,” continues Edwards.
But iPhone makers have one big drawback. Apple has never produced a car, and despite rumors, it’s unclear if it will do so any time soon.
Cook told The New York Times in 2021:
“The good news for today’s car brands is that the road to Apple’s destiny is not given. , accompanied by a rich and impactful impression that is a fusion of art and science.Having highly motivating features, each linked to customer values and emotions, is what sustains potential Apple cars. A relatively level playing field.”
Apple is already in cars via Carplay, allowing car owners to connect their iPhones to their cars. This suggests that the Cupertino giant will have no problem competing when it comes to the technology installed in its vehicles.
The problem is at the industrial level. But Apple may have a solution. The iPhone maker could extend an existing partnership with his Foxconn, a supplier that owns a former General Motors factory in Rosetown, Ohio.
Apple also has a particular interest in beleaguered EV maker Canoo (GOEV) , according to media reports. Apple and Canoo have had talks in the past. Former Canoo CEO Ulrich Kranz is one of his top executives at the Apple Car Project, Bloomberg reported last May.
Apple is interested in Canoo engineers with expertise in software, car manufacturing, drive trains, battery technology, and automotive interiors and exteriors.