At VW, there is no fear of the Apple Car. CEO Herbert Diess is demonstratively calm in relation to competition from Cupertino. Despite all of the expertise Apple has in the crucial sub-areas, the automotive market is still a sector that cannot be taken over overnight. One feels reminded of other spectacular misjudgments made by longstanding market leaders in the past. Will it be different this time?
Where their own capacities are lacking, Apple’s pockets are deep enough to buy them externally.
Nevertheless, Diess is relaxed.
The car market cannot be turned upside down overnight
Even if Apple has all the prerequisites to build its own car, it will not take over a two trillion euro market overnight. As one of the largest automakers in the world, VW doesn’t worry about losing its dominance through Apple.
VW is currently investing heavily in the modernization of its vehicle range, it should not only be electric, the development of its own software platform is also worth billions. However, this still takes time and recently, new VW flagships were more noticed by software breakdowns than by ingenious interfaces. The Rumors of an Apple Car have not stopped since the beginning of the year, but it is not known whether Apple is currently already holding concrete discussions with a production partner.
How do you feel about the VW driver’s statement: Is his self-confidence correct or is it repeating what happened to market leaders like Nokia and Palm after the introduction of the iPhone?