Trouble in Paradise? BMW R&D Chief Sees Hurdles in Deeper Collaboration with Apple
It seems like things are not going well between the German automaker BMW and tech giant Apple. BMW’s R&D Chief said he saw hurdles in making deeper collaboration with Apple. The American electronic company is said to be now looking beyond mobile devices and consumer electronics to learn how to make a self-driving electric car. The company is already in talks with automotive suppliers and other carmakers to develop a self driving car.
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But in a conflict of vision and core fundamentals, both the companies are trying hard to come to a neutral ground. BMW’s Research and Development Chief Klaus Froehlich said, “ BMW and Apple had much in common, including a focus on premium branding, an emphasis on continually evolving products and a sense of making design aesthetically pleasing.”
About Apple working on cars, a prominent American publication reported that several hundred people are working somewhere near in seclusion for an automotive development project, code named 'Titan'.
When asked if the automaker is willing for a deeper collaboration beyond integration of products like the iPhone would make sense, Froehlich initially said the German carmaker would not consider any deal that forces it to open up its core know-how to the U.S. firm. He quoted, "We do not collaborate to open our ecosystem, but we find ways because we respect each other."
When asked that, Given BMW’s expertise on the subject matter of electric cars with its i3 and i8 the company might develop a car with Apple, he replied: "I will remain hypothetical on the topic. When it comes to the topic of technology, BMW tends to focus on its own strengths."
