CEO of Fiat Chrysler, Sergio Marchionne, spoke at the North American International Auto Show in Detroit, Michigan January 11, 2016 and again this week at the Geneva auto show. He advised that Apple should not make a car on its own, and that this yearn to do so is an “illness”. Marchionne said:
“If they have any urges to make a car, I’d advise them to lie down and wait until the feeling passes. Illnesses like this come and go, you will recover from them, they’re not lethal.”
He explained that Apple should consider collaboration with companies that already have a track record in place. It’s a “complex business” that requires a partnership for such a newcomer.
Much like the similar words of Bob Lutz, Marchionne’s opinion and experience may hold weight. He feels that:
“Existing auto companies have enough spare production to accommodate Apple’s needs.”
Keep in mind, however, that any company, and specifically Fiat Chrysler, would be happy to see Apple back down at this point. Apple has been extremely successful in all of its endeavors. Who would want that type of competition looming? Especially as the industry is surging forward with electrified and autonomous vehicles.
Will it prove better for companies to bully Apple and rally doubt or entice Apple to join them as a team?