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Apple's letter to NHTSA

Discussion in 'Electric Vehicles' started by MelindaV, Dec 3, 2016.

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  1. MelindaV

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    Apple has crafted a letter to NHTSA requesting newer auto makers be on equal ground with the longstanding companies and a bit on autonomous regulations. So maybe their car project isn't totally dead...
    Oddly, letter was signed by Steve Kenner, who lists Ford as his current employer on LinkedIn
    Read the cover story on MacRumors with the link above
     
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    • TrevP

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      Interesting... It's too bad they weren't far enough along at this point to start fighting the states to allow them to sell direct like Tesla. That would help Tesla's cause since Apple has way more $$ and influence to plow into legal fights.
       
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      • AEDennis

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        However, as @MelindaV points out the former Apple guy is back to being an ICE manufacturer guy... so... who knows
         
      • Michael Russo

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        True, so I chose to believe he had a change of heart, @AEDennis ... ;) Think of the Audi guy who now joined T≡SLA as Head of Mfg... :)
         
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        • AEDennis

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          I believe that if rumors hold, it was Apple that had a change of heart into the whole project.
           
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          • Michael Russo

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            Well, that would be a good thing, no? You are in a good position/location to judge... :)
             
          • BigBri

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            Sounds like they're doing some work on an operating system. Probably for autonomous driving and integrated infotainment so the tablet screen just becomes a giant iPhone.
             
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            • TrevP

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              There was a report that Apple changed course to focus on the software aspect instead of doing an actual car. That I don't understand given that Apple doesn't like to license their systems to others and prefers to do hardware and software that work together. If they only do the software who is going to license it since the car industry has a notorious "not invented here syndrome"?
               
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              • BigBri

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                Maybe they're getting into the hardware business? Makes me wonder if they're cooking up their own DrivePX to try and sell to all these companies wanting to get autonomous cars on the road. It's a big arms race and if they can come up with an all in one solution that plays well with their other devices while in the car they could have an easy sell. They probably see they need to branch out as phones and tablets just aren't as exciting now. You don't need a new one every year.
                 
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                • MelindaV

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                  my thought was would they be teaming up with FoMoCo... ??
                   
                • MelindaV

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                • Michael Russo

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                  @MelindaV , trust you mean Ford Motor Company... if this is indeed the case, check this out...
                  http://uk.businessinsider.com/ford-ceo-biggest-problem-for-electric-cars-2016-12
                  While I can relate to the concept a CEO needs to ensure her/his company profitability, it is also desirable for someone in that role to have vision... if the author of the article in characterizing Ford's position today, this is indicative of an apparent short term view, no?
                  Interesting in the concept of for instance Daimler claiming they want to invest $11B on EVs (they can probably afford it more than Ford...?) or VAG (of course kinda forced after the Dieselgate demise...)...
                  Not to mention the likely impact, as we see it, of T≡SLA's success, now to be lifted of with the MODEL ≡ launch...

                  Have a nice evening/day...
                   
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                  • MelindaV

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                    (in response to the linked story)
                    Since the Electric Focus only has a 23kwh battery, needs 35kwh to go 100 miles, and a wimpy 6.6kw charger, it's no wonder their electric cars are not more popular with the general public.
                    and the mention of 55* PEVs now available in the US, but overall ownership % not increasing, dealers/manufacturers have limited most of those to California. It's not like someone could look at that entire selection in Cleveland

                    *InsideEV lists 28 current EVs plus 4 coming out this month so not sure where he's getting the other 23 EV models from
                     
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                    • Red Sage

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                      Interesting. It seems as if most of the posts under that thread at MacRumors are disgruntled Apple fans who don't actually trust them at all. That seems rather strange to me.

                      That's what I was thinking. If Apple can provide readily plug-n-play hardware and software to traditional automobile manufacturers they might be able to create a new revenue stream for themselves. Perhaps Apple believes they can beat out incumbent Suppliers like Bosch or whomever. Or, they are afraid that if they don't take this tack, someone like LG will do so and make the most of opportunities that otherwise would have been overlooked. They probably wouldn't want automotive OEMs taking a page from Tesla's playbook by just getting someone to build computer systems to be placed in all their cars and hiring an internal team of software developers to bring the magic.
                       

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