The Apple Car project remains a hot topic since it would upend the conventional auto industry, especially given Apple’s emphasis on technology and its expertise in this area.
A recent study conducted by Strategic Vision among over 200,000 new vehicle owners revealed that tech brand Apple in California ranked third overall in a list of brands people love. Most interestingly, more people would consider an Apple car than Tesla.
CleanTechnica reported that the study also showed that more than half of Tesla owners gave the most favorable opinions about a potential Apple Car in the future.
“Apple is the 3rd highest brand consideration with 26% of customers stating they would, ‘Definitely Consider’ an Apple-branded vehicle in the future; just behind Toyota (38%) and Honda (32%), followed by Ford (21%) and Tesla (20%). However, Apple’s strength doesn’t end here,” says Strategic Vision President Alexander Edwards.
“What should be concerning to (other carmakers) is that Apple generates a greater amount of ‘love’ than any other automotive company, double that of strong brands like Honda, Toyota, and Tesla.” He added.
In essence, Tesla has impressively obtained some of the highest levels of customer loyalty of any automaker at its recent 62% loyalty rate. However, it should also be noted that Tesla had previously reached as high as 70% and that a sizable portion of repeat Tesla buyers.
Oliver Blume, the CEO of Porsche, was recently elevated to the top position at the Volkswagen Group, which also comprises Audi, Lamborghini, and Bugatti. Interestingly, this might accelerate Apple’s intentions to produce an Apple car.
This speculation has been supported by rumors that surfaced after Apple hired Manfred Harrer, the former vice president of Porsche chassis development, on the theory that Blume’s relationship with Harrer could help the two businesses move forward more efficiently and enable Apple to benefit from VW’s scale economies that are not accessible without the said connection.
It is also worth noting that Apple Car received the highest rating for “quality impression,” scoring 24% compared to 15% for Toyota and 11% for Tesla. Meanwhile, only 34% of respondents said they “didn’t know enough about the car to make a judgement.”
As of now, the parent company has not yet officially confirmed the Apple Car development.
However, people with knowledge of the situation have repeatedly stated that Apple expects to introduce the car no later than 2025.
