1973 Volkswagen Westfalia Camper Van / Bus on 2040-cars

Auto blog

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.

2016 Volkswagen Golf GTE First Drive [w/video]

For the past few years I've enjoyed a simple automotive tradition: When planning a European vacation, I request a relatively attainable loaner car that's unavailable in the States. These slices of can't-get-it-at-home automotive exotica have tended to be clean diesels, and experiencing them in their native habitat ahead of their US debuts often gives some form of four-wheeled revelation. For instance, before the mainstream emergence of clean diesels stateside, I racked up 1,500 miles on a then-brand-new 2008 Mercedes-Benz C220 CDI. The otherwise unassuming sedan enabled me to cannonball from the South of France to Barcelona on a single tank of fuel, while delivering satisfying torque around town and averaging 41 mpg. The following year, I bombed through the Italian Alps in a Volkswagen Golf SportWagen TDI, which eked a claimed 17 percent better fuel economy than its predecessor. Once again, I was in car guy heaven, returning home with nothing but praise for these efficient, entertaining diesels that seemed to defy conventional wisdom. And then came the Volkswagen scandal, single-handedly besmirching so-called clean diesels and everything they purported to represent. With a European pleasure trip around the corner (and a request for a press car pending with VW), I wondered what would be waiting for me curbside when I touched down at Aeroporto di Firenze-Peretola. The GTE packs what is essentially an Audi A3 E-Tron beneath its familiar skin. Enter The High Performance Hybrid Volkswagen, quite understandably, didn't want to arm a journalist with potentially damning commentary about the technology that has already inspired environmental outrage and the ousting of CEO Martin Winterkorn. For the automaker in peril (and the auto writer in waiting), I soon discovered that the 'clean' diesel elephant in the room would be supplanted with a vehicle that could single-handedly deflect controversy. My loaner? A still-can't-get-it-back-home alternative to diesel, the 2016 Volkswagen Golf GTE plug-in hybrid. First off, let me admit to some prejudicial bias against the GTE. Maybe it's my personal views on hybrids, tainted by the eco self-righteousness exuded by their drivers back home, and epitomized by teeming swarms of Prius drivers who couldn't give a single damn about driving. Or maybe it's the added weight and complexity of a hybrid drivetrain that runs counter to my petrol-loving soul.

2015 will be the biggest year ever for cars at CES

Like the SEMA Show, major automakers are paying increasing attention to the CES, with 2015 expected to be one of the most auto focused yet. Ford, Volkswagen, Toyota, General Motors, Hyundai, Mazda, Audi, BMW and Fiat Chrysler Automobiles will all be in attendance when CES 2015 kicks off next week, taking up a record-breaking 165,000 square feet of space at the Las Vegas Convention Center. "We've come a long way from a single car on a carpet," Ford's Alan Hall told Bloomberg. Unlike SEMA, or a more traditional auto show, like the upcoming festivities in Detroit, CES doesn't necessarily focus on entire cars or the way they perform, but on the way our technology will interact with vehicles, and in how those vehicles will deliver information to drivers. "CES has become a major launch point for a lot of the big automakers," IHS tech analyst Mark Boyadjis told Bloomberg. "CES is a way for them to get on a global stage for technology." As for what kind of wares automakers will trot out in Las Vegas, we already know that BMW will show off an autonomous i3 electric car that can navigate its way through a multistory car park and can be hailed via a smartwatch app. According to Bloomberg, Hyundai will show off its own smartwatch app for the Genesis sedan, while Audi and Mercedes-Benz will show off autonomous vehicles next week. Automakers won't be the only companies looking to capitalize on CES. Tech firms, like chipmaker Nvidia, are becoming increasingly involved in the automotive game and will be in town showing their wares off to OEMs. "Two years ago, our booth would have been filled with PCs and people playing video games," Danny Shapiro, Nvidia's senior director for automotive business, told Bloomberg. "This year we made a strategic decision to shift the focus of the booth on automotive and de-prioritize some of the other things." Needless to say, you can expect to see a lot of news out of Las Vegas come next week. Stay tuned. News Source: BloombergImage Credit: Julie Jacobson / AP CES Audi BMW Chrysler Fiat Ford GM Hyundai Mazda Toyota Volkswagen Technology CES 2015