Apple – an overpowering brand, well-known to reflect a sense of uniqueness and form a firm establishment over others in the market – may now be willing to break the streak of its superiority. Yes, you read that right! Fiat Chrysler Automobiles, after discovering that Apple is likely to develop an electric vehicle, approached them with the proposal of helping them out with the same.
During last week’s Geneva Motor Show, FCA CEO Sergio Marchionne was heard calling Apple’s desire to step into the automobile segment as “illness.” He further referred to himself as an “Apple freak,” and even suggested that Fiat Chrysler would be the perfect partner to help Apple realize and fulfill its dreams of innovating a car.
Marchionne said, “If they [Apple] have any urges to make a car, I’d advise them to lie down and wait until the feeling passes.” “Illnesses like this come and go, you will recover from them, they’re not lethal.”
What may actually come across as a surprise to many, is the possibility of Apple taking the world’s seventh largest automaker seriously. But, before that happens; the question of whether or not Apple will actually build cars prevails.
Most of the experts of this industry feel quite positive about Apple stepping into this segment. For instance, Tesla CEO, Elon Musk said that he feels it’s an “open secret” that Apple will be building a car. There are many others who feel that this advancement is essential for Apple’s market growth and if Apple happens to be striving toward that goal, then it undoubtedly will fall into this category soon enough.
Rumors regarding Apple’s hiring car experts from Google and Tesla among other automakers, only reinforce the fact that they may slightly be bending toward the side of realizing their long – lived desires of inventing a car.
Many are of the opinion that this innovation holds the sustainability and the needed addition to the lives of the city – dwellers. Modern – day features such as object detection, auto – braking, a leading – edge body structure that is used to build carbon fiber or lighter metals as aluminium among others, are an essential addition to the automobile family that Apple clearly has the potential of bringing.
On the contrary, Steve Zadesky – the leader of the project, had already said Goodbye to Apple in January after dedicating sixteen years of his life to the company. While the departure was said to be due to personal reasons; many believe that there are other high – level factors involved.
In 2015, Marchionne also proposed to merge with General Motors, but he was told off in a very polite way.
During an interview, Marchionne even said, “Apple has a language, and you have to be able to speak that language.” “Usually the industry comes into that dialogue with a high degree of arrogance as we know how to make cars. That’s not very helpful as their syntax is worth more than our ability to build cars.”
Marchionne added, “I would assume that we have the credibility to be one of the players they have looked at.”