Apple's Project Titan linked to Magna Steyr for production
Reports in April 2016 indicated that Magna Steyr was set to handle contract manufacturing duties for Apple’s secretive Project Titan electric car, following speculation around BMW and Daimler collaborations.
Magna Steyr was reported in April 2016 to have secured the contract manufacturing role for Apple’s Project Titan electric car, following the end of discussions between Apple and German carmakers BMW and Daimler. The move placed the Austrian specialist in the frame to build one of the most talked-about automotive projects of the decade.
Sources at the time indicated that Apple’s earlier talks with BMW and Daimler about industrial partnership had ceased, leaving the company to seek an alternative for production. Magna Steyr, already familiar with contract work for brands such as MINI, was identified as the likely partner. The Graz-based firm was reportedly seeking new business as its assembly of the MINI Countryman and Paceman was expected to end.
Apple’s approach to manufacturing and sales
Apple’s lack of a traditional dealer or service network prompted speculation that Project Titan would be distributed through rental or car-sharing schemes. Without established infrastructure, this approach was considered a practical entry route to the market for a firm with no automotive retail presence.
Reports also suggested that, despite Apple’s reputation for innovation, the initial Project Titan model would not feature autonomous driving technology at launch. The focus was instead on an eco-friendly powertrain, with autonomous features potentially arriving in later iterations.
Project Titan’s secretive development
Apple’s Berlin-based laboratory, described as a ‘think tank’ with a small team of 15 to 20 people, was cited as a hub for the project’s European operations. The lab’s future was unclear after the end of talks with German manufacturers, and it was not known whether its activities would continue in support of the Magna Steyr partnership.
At the time, Apple had not publicly confirmed any details regarding Project Titan’s production partners, technical specifications or launch plans. The company’s characteristic secrecy meant that much of the information remained speculative, but the reported involvement of Magna Steyr provided the clearest indication yet of how Apple intended to bring its electric vehicle to market.
