BMW, the world’s largest luxury automaker and Apple, the most important technology company in the world, might be involved in a courtship that involved exploratory visits.
Executives of the maker of to electronics such as the iPad and iPhone took the time to visit the world’s largest producer of premium autos and relationship has been reported by two sources that have knowledge of the talks to Reuters. Apple chief executive officer Tim Cook and other top managers were at BMW’s headquarters last year and senior executives of the technology giant visited the automaker’s Leipzig manufacturing facility where the i3 electric car is being built. One of the persons, who declined to be named because the discussions were private added the courtship veined off because Apple seems intent on exploring the auto industry expansion on its own. More so, even BMW is weary of sharing too many manufacturing secrets as it fears the idea of ending up as a simple supplier to a technology behemoth. “Apple executives were impressed with the fact that we abandoned traditional approaches to car making and started afresh. It chimed with the way they do things too,” commented a BMW source.
BMW has realized, just like all other traditional automakers, the upcoming next-generation vehicles will be impossible to produce without further implication from telecoms and software companies, while Apple has been reportedly involved in a “secret” project to build and market an electric car, possibly with semi or fully autonomous driving functions as it seeks market expansion beyond its core lineup.