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Why this could be the perfect time for Apple to make a car play

While the automotive and technology worlds have been pouring billions into autonomous vehicles (AVs) and preparing to bring them to market soon as shared robo-taxis, Apple has mostly sat on the sidelines. Of course, Apple is the last company to ever make its intentions known, and the super-secret tech cult giant hasn't been totally out of the AV game based on the clues that have slipped out of its Cupertino, Calif., citadel over the past few years. Related: Apple self-driving cars are real — one was just in an accident News first broke in 2015 that it had assembled an automotive development team, in part by poaching high-profile talent from car companies, to work on a top-secret self-driving vehicle project code-named Titan. (Thank you very much, Nissan.) Apple also subsequently broke cover by making inquiries into using a Northern California AV testing facility and receiving a permit to test AVs on public roads in California. But then as the AV race started to heat up in the last few years, Apple reportedly began scaling back its car activities by downsizing team Titan. More recently, Apple's car project has shown signs of life with the hiring a high-level engineer away from Waymo and luring one Tesla's top engineers and a former employee back to Apple. It also inked a deal with Volkswagen to provide a technology platform and software to convert the automaker's new T6 Transporter vans into autonomous shuttles for employees at tech company's new campus. That is a far cry from giving rides to Wal-Mart shoppers, like Waymo is doing as part of its AV testing in Phoenix. But this could be the perfect time for Apple to enter the AV market now that ride-sharing is reaching critical mass and automakers and others are planning to deploy fleets of robo-taxis. Apple could easily establish a niche as a high-end ride-sharing service – and charge a premium – given its cult-like brand loyalty and design savvy. The growth of car subscription models could also play in Apple's favor since is already has many people hooked on paying for phones in monthly installments – and eager to upgrade when a new and better model becomes available. To achieve this, some believe Apple will fulfill co-founder and CEO Steve Job's dream of building a car. And as the world's first and only $1 trillion company it's sitting on a mountain of cash that certainly gives it the means. But other tech darlings like Tesla and Google have discovered how difficult it can be to build cars at scale.

Tesla Model S drivers put way more miles on their cars than Nissan Leaf owners do (we think)

Just a few weeks ago, Nissan announced that its customers have driven over a billion electric kilometers in the four years that the world's best-selling EV has been on the road. That heady milestone means, Nissan says, that the Leaf has saved 180 million kilograms of CO2 emissions around the world. The billion kilometers have been split among the 147,000 Leaf vehicles that Nissan has sold. Well, not really, since the billion kilometer total only counts Leaf EVs registered with CarWings, which Nissan says is 54 percent of the total sales. That's 79,380 cars and results in an average – and it's only a rough average, but what're you gonna do? – of 12,597 miles per car. Let's keep that number in mind for a minute. Today, despite going on sale a year and a half after the Leaf (June 2012 versus late 2010), Tesla Motors Tweeted today that Model S drivers have hit the same numerical milestone. Tesla didn't say how many of its vehicles were involved in its count, but we think that Tesla has sold at least 50,000 Model S electric vehicles globally (about 2,650 in 2012, 22,450 in 2013, 21,821 for 2014 through the end of September), so we'll estimate a rough average for each Model S of 20,000 miles. So, in case anyone ever needs numeric proof that a Model S is more fun to drive than a Leaf – that's the only possible thing this could mean, right? *ahem, longer range* – now you've got the data. {C} This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Nissan says "thanks a billion" to LEAF owners Nissan LEAF drivers registered on CarWings telematics have collectively driven ONE BILLION KILOMETERS worldwide* Globally, Nissan LEAF drivers have saved more than 180 MILLION kilograms of CO2 emissions* Over 147,000 Nissan LEAF vehicles have been sold globally to date ROLLE, Switzerland – Nissan has revealed that owners of the LEAF, its 100% electric car, have collectively recorded an impressive one billion kilometers on the CarWings telematics system worldwide – saving over 180 million kilograms of CO2 emissions* in the process. This incredible achievement comes almost four years since the LEAF was launched in 2010 as one of the first mass-market, pure-electric vehicles. It is now the best-selling electric vehicle in history, with over 147,000 LEAF vehicles sold globally to date, 31,000 of which have been sold in Europe.

Nissan: With Dad

Nissan released a whopper for its 2015 Super Bowl ad, giving us a motorsports heavy ad that featured not only the eagerly awaited, front-engined GT-R-based Le Mans car, but that delivered a tantalizing look at the next-generation Nissan Maxima, a sexy, rakish sedan that shares its styling with the 2015 Murano crossover. As for the ad, it's a confusing yet touching bit about a racing dad balancing time away from his family. We'd try to interpret it, but we're too distracted by the cars. Marketing/Advertising Nissan Coupe Racing Vehicles Super Bowl Commercials Videos Sedan nissan maxima 2015 super bowl ad