It seems like Hyundai, the car brand which, according to recent rumors negotiated to manufacture Apple’s future car, is at a crossroads. As reported by Reuters, leaders would be torn between going forward with this deal or not, for the possible consequences that this could cause.
One of the executives, who preferred to remain anonymous, told the source that the problem is how and not what. “It’s not that we think working with Apple will go wrong for us, but we’re not a company that makes cars for other brands.In other words, they fear that they will end up standing out more as Apple suppliers than as their own brand.
“Apple is a ‘patron brand’. Hyundai is also a ‘patron brand.’ It doesn’t work.”
Reuters also recalls that the talks between Apple and Hyundai have been going on for some time: they started in 2018. The plans include the manufacture of parts and components for the cars through various suppliers, end up assembling everything in a Hyundai or Kia factory located in the United States
Add that the brand, to avoid too much culture shockHe reportedly considered replacing some of his executives. But the main issue preventing progress on the deal is, once again, the fear that Hyundai will become a shadow marque of Cupertino. Another provider, like Foxconn.
“Cooperation could help boost the Hyundai or Kia brand early on. But in the medium to long term, we would end up simply providing the shell of a car whose brain would be under Apple’s responsibility.” […] “Apple is a ‘patron brand’. Hyundai is also a ‘patron brand.’ It doesn’t work.”
Hyundai and Kia have their own agendas with electric car launches, so it’s understood that they don’t want to be overshadowed by the brand they would collaborate for to possibly absorb many of their resources. We will see what happens over time and negotiations will continue.
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