In this era nicknamed "Building a car for all people", Apple, as one of the four major technology giants in the world, has long been thinking about building cars-in the era of and Jobs With the dream of building a car, the Cook era is officially put into practice. However, even if it is one of the four major technology giants, Apple’s road to car building is very difficult. The industry also commented that Apple’s car building was "woke up early and rushed for a late episode."
Just recently, Apple has encountered new problems in building cars.
According to news reports, on September 7, local time, one of the three major U.S. automakers Ford Motor officially announced that it has hired former Tesla and Apple executives Doug Field. The company's chief advanced technology and embedded system officer is the main task of leading the company's new technology development.
It is reported that during his tenure at Tesla, Doug Field led the development of Model 3, which shows that he has a wealth of experience in the field of electric vehicle research and development. During his tenure at Apple, although Doug Field did not have public results, it is reported that, He is the director of Project Titan, Apple's car-making project. Simply put, the Apple car project has been "poached".
It should be mentioned that this is already the fourth supervisor who has resigned in 7 years since the start of the Apple car project in 2014. In addition, in the years after 2016, hundreds of engineers resigned from Apple's car-making project, and the loss of talents caused a considerable impact on the project.
However, finding talents for carmakers is still a “small problem” for Apple. In June of this year, it was reported that the company had hired former BMW executives. At the same time, executives from other product departments will also adjust Post to the project.In Tesla's words, Apple has money, so there is no worries about digging people.
The bigger problem for Apple to build a car may be "cannot find a suitable foundry", especially in the current global shortage of chips, the car production plan may be affected. The news on September 2 said that Apple is still visiting Japanese and Korean automakers, such as Toyota, SK Group, and LG Electronics , and has not yet decided which company it will deliver the large order to.
In fact, in the era of national car building, not only Apple has to "cross-border", but also many domestic mobile phone manufacturers have begun to dabble in the automotive field, such as , Huawei , , millet .
Take Huawei as an example. Huawei currently does not build complete cars, but focuses on ICT (Information and Communication Technology). In the words of the company, Huawei is committed to helping auto companies "build" cars and build "good cars." Specifically, Huawei will cooperate with three traditional car companies: , BAIC, Changan, and GAC, to build sub-brands in a "Huawei Inside" approach, and is committed to investing in autonomous driving software to realize driverless cars. .
In early July of this year, the cooperation between Huawei and GAC also came with good news. The medium and large intelligent pure electric SUV jointly developed by a subsidiary of GAC and Huawei will be mass-produced by the end of 2023.
It should be mentioned that Apple's 2016 document officially submitted to the US Department of Transportation also stated that it does not intend to become the next Tesla, but to focus on the development of autonomous driving software technology. However, in 2020, Apple seems to have changed its mind. It wants to build its own car and does not want to lag behind the development of autonomous driving software.
In general, autonomous driving seems to have become a breakthrough point for mobile phone manufacturers to "build cars" across borders. Now it's up to who can "top out".
text | Li Yinsu title | Zeng Yi map | Lu Wenxiang review | Li Zepu
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