Just when Tesla sent invitations to its Model X launch, and TSLA started climbing, the WSJ published a piece about an Apple car coming in 2019. Did those two things happen simultaneously (just hours apart) by chance? Or did Tesla know the WSJ was about to go to press and hurriedly send out Model X invites? Or did someone at Apple decide to spill a few beans “at the right time” to douse Model X mania? Or did the WSJ sit on the information until it decided it was “the right time”?
We’ll never know. So we move on . . .
First of all, if Apple does go electric, it’s a BIG VOTE for EVs and all players therein. By 2019, the alleged debut year of the Apple car, the fuel cell camp might have more membership. People might be starting to think it has a future. Apple’s vote for battery electric will make fuel cells seem rather esoteric at best.
Second, an Apple car would invite everyone to move away from the legacy automakers and think fresh. Apple won’t be the only beneficiary of this new consumer attitude toward car-buying, or renting, or using, or wherever we’re all headed.
Third, even if Apple debuts a car in 2019, Tesla will have massive street presence by that point. It will have Model III prowling about and who knows what in the on-deck circle. And does anyone really believe 2019 is realistic for a total newbie in the industry?
Fourth, Tesla will have the advantage of home-grown car construction including home-grown batteries, and a home-grown supercharger network, and a stationary storage business that by 2019 may prove very profitable. Yeah, sure, Apple has a few electronic devices it peddles on the side for beer money. Big deal.
Fifth, the addressable market is the entire world’s automotive fleet. There’s room for more than one juggernaut.
If you can think of any other reasons not to fear Apple, chime on in.