Product reserves, talent recruitment, technology research and development... step by step, it has experienced many “deaths” and “restarts”. When the strategy of entering the auto industry finally became clear and firm, Apple might not have thought of it. In the end, The production link will actually be "stuck".
Beginning at the end of last year, news of Apple building cars suddenly increased. It is reported that auto parts companies such as Heda, BizLink-KY, Heqin, and Tomita have received Apple's stocking requirements. Before the Spring Festival, South Korea's Hyundai and Kia both exposed the news that they would build cars for Apple, but they announced the breakdown of the negotiations not long after. Recently, another "scandal target" Nissan, which is rumored to be cooperating with Apple, also stated that it will not manufacture cars for Apple. From the earliest BMW, to Daimler, to Toyota and Volkswagen, Apple’s cooperation with vehicle companies has repeatedly run into obstacles. It seems that this road is already a bit "exhausted." So, can Apple successfully replicate the mobile phone foundry model in the automotive industry? After repeatedly hitting the wall, does Apple have other partners and new models that it can cooperate with? For technology companies represented by Apple, as a "new force" in the car industry, how should they enter the game?
"Because the core competitiveness of future automotive products will be more and more defined by software, and the development of hardware and software will gradually be separated and decoupled, this will allow companies with advantages in software to adopt hardware foundry methods to enter the automotive field. offers the possibility of space. So, Apple OEM copy mode mobile phones to automotive sector is feasible. " School of Tsinghua University Associate Professor vehicle carrying the automotive industry and technology strategy Research Institute Assistant Liuzong Wei in the" China automotive The reporter said in an interview that in the long run, in order to achieve a more effective integration of software and hardware, the auto industry needs more effective division of labor and collaboration. Commissioned manufacturing may become one of the development directions of the industry and will be widely adopted by some companies. However, Liu Zongwei also pointed out that the automotive foundry model will definitely be very difficult. Only when both technology companies and traditional car companies think clearly about their core demands, are willing to show “housekeeping skills” and make appropriate compromises to other demands, can it be truly true. Establish a win-win cooperative relationship to create a brand-new automotive product that combines "soft and hard" to the extreme.
"Just ask for nothing," cause the cooperation to dieIf Apple wants to build a car, BMW and Daimler should be the first "fancy". In 2014, Apple's senior management staff visited the BMW factory, inspected the company's electric vehicle production, and hoped to explore the possibility of cooperation between the two parties to build vehicles. However, whether BMW or Daimler, Apple failed to reach a cooperation with it. According to reports, this is due to disagreements between the parties on user data privacy. Apple hopes to store user data in its own iCloud service, while automakers prefer to protect user data by themselves. After talking about the collapse, Apple also set up an automotive laboratory in Berlin, Germany, and has a "go it alone" posture. However, in 2016, there were internal disagreements in the Apple car project, which caused the foundry matter to be "stranded".
Until the end of 2017, Apple again began to contact the Volkswagen Group. At that time, the media reported that the two parties would cooperate to launch a pure electric MPV model, and Apple would not completely sell the design of the model, but would adopt a cooperation method with auto companies to launch new cars; in 2018, the cooperation went further, and some media reported that, Volkswagen and Apple are deepening their partnership in the development of Cart-Net, a vehicle network application. Judging from the content of the exposed news, Apple was probably considering the role of the software system supplier at that time. After several years of exploration and practice in autonomous driving technology, at the end of 2020, Apple has finally confirmed that it will launch its own car products. Reuters reported that: "Apple is developing driverless technology and plans to produce driverless passenger cars in 2024. This model will be equipped with self-developed breakthrough battery technology." Soon after that, Hyundai Motor took the lead in publishing a report. A statement confirming that it is negotiating with Apple on a potential partnership with Apple Car. Later, Korean media revealed that Apple will invest US$3.6 billion in Kia, and Kia will use its US factory to produce cars for Apple. However, it didn't take long for the two parties to report the suspension of negotiations.
While everyone is speculating about who will be the next partner for Apple to build a car, traditional vehicle companies have continued to speak out, and they have not forgotten to give Apple "advice" while clarifying the relationship. In February of this year, Volkswagen Group CEO Deiss responded in an interview with foreign media that Apple’s car building is “very reasonable” and its layout in the automotive industry can make its expertise in software, battery and design better match A huge amount of resources are combined, but Volkswagen will not be downgraded to become a contract manufacturer of a technology company, nor is it afraid of the challenge from Apple; in March, BMW Group R&D director Wei Bofan said in an interview with the media that it is about the entry of companies like Apple In the field of car manufacturing, BMW will have considerable awe. In his view, when technology companies enter the automotive field, they will understand that the high-tech comprehensive solutions involved in building a product like a car require the hard work of thousands of people, not a trivial matter; Toyota Motor Corporation President Toyota Zhang Nan took a tougher attitude and issued a "warning" to Apple at the press conference: "The auto industry welcomes new entrants, but after building a car, I hope they will be prepared for the next 40 years. Customer issues and changes."
Hardware strength and brand power are the confidence of car companies to "never downgrade"
There is an image metaphor in the industry for Apple seeking to cooperate with vehicle companies-"Let Samsung produce Apple mobile phones." It is obviously difficult to make vehicle companies that have been established for decades or even more than 100 years only play the role of hardware suppliers.
"From the current reports, Apple is basically dealing with major international car companies, and these car companies themselves have quite good car brands." Liu Zongwei analyzed that, on the one hand, traditional major car companies have strong hardware capabilities. They are more looking forward to getting the blessing of software capabilities from technology companies such as Apple to make up for their shortcomings and enhance the core competitiveness of their products. On the other hand, these car companies are not only relying on selling hardware to make money, but brand premium power. Is the key to their profitability. Therefore, they are very sensitive to the independence and growth of their own brands. In other words, when traditional car companies evaluate cooperation with technology companies, they are never concerned about simple revenue and expenditure, but more strategic considerations. Liu Zongwei said frankly that if Apple just borrows the hardware capabilities of traditional car companies to build its own car brand, and at the same time is unwilling to share its own software technology with partners to help partners improve their products and brands, it may be difficult to establish close strategic cooperation. relationship.
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