Hyundai Group executive Manfred Harrer was closely tied to Project Titan – this is what he learned
In the aftermath of the Dyson car project coming to a halt in 2019, Autocar had the opportunity to delve into the details and witness the prototype that had already accrued a staggering £2.5 billion in development costs. Despite the readiness of the car for production, Dyson ultimately decided against moving forward due to the exorbitant costs associated with industrializing a new car and the challenges faced by start-up companies in the automotive industry. The stark reality of the difficulties in bringing a new car to market, even with substantial funding, became apparent. This struggle only serves to highlight the acclaim that Tesla receives for its achievements in the field.
Apple, on the other hand, persisted with its own car program – Project Titan – for five years following the demise of the Dyson project. However, similar to Dyson, Apple ultimately made the decision to discontinue the project as the potential return on investment seemed unattainable. The low margins, high costs, and stringent regulations that come with producing cars proved to be insurmountable obstacles for a company accustomed to the world of phones and laptops.
The veil of secrecy that shrouded the Apple project was never lifted, with any news of involvement in the project typically being revealed through updates on LinkedIn profiles. One such individual was Manfred Harrer, now the head of vehicle development at the Hyundai Motor Group. While Harrer refrains from divulging any specifics due to the non-disclosure agreement still in effect, he does acknowledge the influence of Apple’s customer-centric and detail-oriented approach.
Harrer emphasizes the importance of putting the customer first and paying meticulous attention to detail, traits that Apple exemplifies. He believes that the automotive industry can learn from Apple’s dedication to the customer experience and the relentless pursuit of perfection. Harrer encourages automotive engineers to challenge the status quo and strive for continuous improvement, even in the face of the additional regulations that govern the automotive sector.
The prevalence of smartphones in daily life has significantly influenced car development, particularly in terms of interiors and usability. Harrer underscores the need for car manufacturers to adapt to consumer expectations for seamless integration of technology in vehicles. While the world may not see an Apple car anytime soon, the impact of Apple’s approach to product development is unmistakable in the automotive industry.
As technology continues to evolve, the lessons learned from Apple’s foray into the automotive realm will undoubtedly shape the future of car development. The emphasis on customer experience, attention to detail, and integration of technology are key takeaways that will drive innovation in the automotive sector.
