Apple, Tesla, Audi and Maas
Poach, or get poached, it’s the survival of the fittest. Tech giants are out to get the best at any cost. Achieving the first mover advantage is no longer the predominant objective of Tech giants, rather, creating products that create a lasting impression while meeting users' needs has become their primary concern.
Any time big names like Apple or Tesla make the news, tech enthusiast would brace for impact wondering what is the next big thing they have up their sleeves? This leads us to ask, why is Apple poaching big names at Tesla? Does Apple want to diversify to Electric Vehicle manufacturing? Let’s see if we can connect the dots with the names and position of staff that Apple has poached from Tesla. Michael Schwekutsch, Tesla’s head of Powertrains, and Andrew Kim, Tesla’s senior designer. These names are behind the engineering of Tesla’s driverless cars. Could Apple be poaching these big names for its fledgeling Project Titan? Remember, that Apple's Project Titan, the group was once responsible for a physical Apple car. It's thought that the team shifted strategies years ago to only focus on self-driving systems instead of hardware. Is Apple considering car manufacturing? If so, what could the recruitment of ex-Waymo engineer responsible for self-driving car technology last June hint? Though Apple maintains a tight lip, their continued high-profile hires show that Project Titan is far from dead, but it's unclear if the team is working on a physical car or software, and there is no indication of when Apple will be ready to share news from the team's efforts.
As Apple keeps its new move covert, Audi is bringing the future closer to us. In anticipation of the Shanghai auto show which starts April 16, 2019, Audi has confirmed plans to unveil the AI: ME concept, a pure design study that explores electric mobility, a decade from now. Its design is thought to hint at future styling themes for the brand. It’s a compact EV with self-driving capability that Audi sees as the ideal ride for the crowded cities of tomorrow.
Teaser sketches released on Tuesday hint at a sporty, low-slung hatch with a large panoramic glass roof and the wheels pushed to the corners. There's also a look at the interior which still features a steering wheel, meaning the AI: ME isn't a pod you simply ride around in. Thankfully, Audi's vision of the future is one where mankind can still enjoy the experience of actual driving.
Set to join the concept in Audi's stand in, Shanghai will be the Q2 L e-tron?, an electric crossover based on the long-wheelbase Q2 sold exclusively in China. It's due to go on sale in China later this year.
It’s interesting to share these exciting development around EVs. Though, I’ve always pondered; with almost all these developments occurring in Europe, America, and Asia (which is where the automakers are based), how would other regions benefit from these developments excluding the purchase of such vehicles? What is the market share of these automakers in regions such as Africa, where the electric power supply is unstable at best? Wouldn't it be a strategic move to establish a synergetic partnership with local companies in Africa and similar regions for development, and testing purposes? This would enhance market penetration and market share.
Considering the population of Africa and the fast rise of technology within the continent, wouldn't Africa be a viable market for EVs? I think its time automakers consider having a presence in the region and other regions alike. One way to go would be the utilization of EVs as MaaS (Mobility as a Service) in the region which would solve environmental pollution, create a new face of transportation that is cheap, clean and smart. Such an investment would further enhance development in the region and create more job opportunities. Gllyd Technology is at the forefront of bringing about such a development in the region through Gllyd MaaS, which doubles as an experience centre for those who still cannot imagine the efficiency of EVs when compared to gasoline-powered vehicles.