Apple to produce its first car with help from Hyundai?

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Words: Matthew Hansen
11 Jan 2021

A few years ago there was a mountain of rumour and innuendo around tech giant Apple pushing to produce a car — a logical move in this age of electrification and autonomy. Speculation about the project was dormant for a period, but now it’s back.

Following confirmation that Apple has been discussing its project with Korean manufacturer Hyundai, it’s been reported in its homeland that the two have signed an agreement with one another.

According to Korean IT News, the pairing is set to reveal the news in March, with production of the subsequent car (currently nicknamed ‘Project Titan’) to follow in 2024. It’s been claimed that the duo aims to build 100,000 vehicles in the first year, with 400,000 units the goal number in subsequent years.

Hyundai has been mostly coy on the rumours, with one of the few statements on the developments pointing out that Apple are conversing with multiple mainstream car brands. “We understand that Apple is in discussion with a variety of global automakers, including Hyundai Motor. As the discussion is at its early stage, nothing has been decided,” said a statement Hyundai North America released to CNBC.

While those living in the 1990s or early 2000s might be a little surprised by the idea of Apple selecting Hyundai, it makes plenty of sense for those who recognise what a juggernaut the firm has become. It’s one of the leading mainstream manufacturers when it comes to electrification, hydrogen, and level two autonomy.

Along with its current EV offerings (the Kona EV and Ioniq EV), Hyundai is set to soon launch its own electric-only sub-brand called Ioniq.

Adding further fuel to the rumour mill is reporting from Bloomberg stating that several former Tesla executives have joined the project. Among the former Tesla names is Doug Field, who himself initially came to the EV manufacturer from Apple after a stint as the iconic company’s vice president. He is now Project Titan’s leader.


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