Fiat-Chrysler boss Sergio Marchionne has said that conventional car manufacturers cannot afford to ignore Google and Apple’s moves into car technology. Mr Marchionne said the two tech giants were “incredibly serious” about their motoring plans and said their moves into driverless technology and electric vehicles could be “disruptive” for long-standing conventional manufacturers.
Speaking at the Geneva Motor Show, Marchionne said that, whilst he always applauded innovation and new competition, “when you’re the guy whose life is being disrupted, it’s not necessarily a good feeling.”
Apple’s car project has been labelled ‘Titan’. The company has the vast resources to get the project off the ground, with Marchionne saying that he would be enthusiastic about working with Apple. He said that the two tech companies shouldn’t “underestimate carmakers’ ability to respond and adapt” to new competition.
Fiat-Chrysler is the home of brands including Ferrari and Alfa Romeo. Marchionne says that the strength of such brands puts the company in great stead to compete against Apple and Google, whose projects he described as “disruptive interlopers”, saying “why would you buy a Ferrari and not want to drive it?”
Nissan CEO Carlos Ghosn recently welcomed Apple’s move into the automotive industry.
