“We can collaborate, but adapting their services to our product, not the other way around”

A Apple you are having a hard time finding a manufacturer for your electric car and autonomous. Or at least it is the feeling one has after knowing that Nissan has followed in the footsteps of Hyundai and Kia and I have refused to build the car in question. Apple and Nissan had been negotiating for months the possible manufacture of the autonomous car of the Californian brand, but this is no longer the case, they explain in the Financial Times.

The contact between the two companies was brief and the discussions did not reach the level of the highest managers, due to the secrecy of Apple in matters of branding of its car. Branding is the process of defining and building a brand through the planned management of its graphic image, visual communication and market positioning.

Thus, at Nissan they would have found the same dilemma they faced Hyundai and Kia. According to a source in the financial newspaper, Apple would have asked Nissan to make the cars under the Apple brand, a request that could demote the Japanese manufacturer to the rank of simple hardware supplier. The leaders of the Hyundai group feared losing image by being relegated to simple subcontractors. And Nissan has had the same doubts.

So far, automakers have expressed their fear of becoming “the Foxconn of the automotive industry, “a reference to the Taiwanese group that assembles iPhones.

Nissan Doesn't Want To Build Apple's Car Neither

Nissan CEO Makoto Uchida did not shut down and showed his willingness to work with technology groups outside the automotive area when asked once if Apple had approached the company, the financial daily says. .

However, Ashwani Gupta, Nissan’s chief operating officer, said that while the Japanese group is open to collaborating with technology companies, it will do so on its own terms and in the way that is most beneficial to Nissan. “We can collaborate [con una tecnológica], but it is to adapt their services to our product, not the other way around “Gupta explained.

Apple’s delay in the race for the autonomous car

Nissan doesn't want to make Apple's car either

Beyond who makes what to sell under what brand, there is a fact that can effectively scare car manufacturers. While Apple’s car isn’t expected for five years, manufacturers don’t see what Apple, other than its brand, can bring to the market. And this would really be the crux of the matter.

And is that in the manufacturer’s autonomous driving tests, which they have to register with the Californian traffic authorities, drivers of Apple’s autonomous cars had to take the wheel every 145 miles, on average. They had to intervene 130 times in the 18,805 miles (about 30,276 km) of tests carried out in 2020.

By comparison, the General Motors startup, Cruise, has registered 27 interventions in 770,000 miles (1.23 million km). WaymoFor its part, it has reported 21 interventions by its drivers in 628,839 miles (just over a million km), that is, an intervention every 30,000 miles, on average.

Apple is far behind its rivals, and has hired a number of former Tesla officials to jump-start its project. Yet automakers don’t see what they would have to gain from partnering with Apple if they can’t benefit from its technology in some way or another.

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