Ford exec says Google, Apple collaborations won’t impact brand’s identity

Originally posted on AutoNews by Olive Keogh

Ford doesn’t feel threatened by Google and Apple’s growing interest in the automotive industry, said Christof Kellerwessel, the automaker’s electrical engineering chief. Kellerwessel is responsible for in-car entertainment and connectivity technologies as well as overall electrical and data networks. He told Automotive News Europe Correspondent Olive Keogh that Ford cars will always retain their own identity regardless of which companies the automaker chooses as collaborators.

Google and Apple are thinking about making cars. Are they a threat?

We are surrounded by hundreds of competitors and have been in this business for more than 110 years. We’ve seen a lot of competitors come and go. The constant development of new vehicles is not the easiest business to be in, but our eyes are open and we see the developments taking place. We’re not hiding behind the wall and hoping nothing is happening outside.

What role do you think Google and Apple will play?

We collaborate but we need to make sure that our vehicles continue to be Ford vehicles. We partner with both Google and Apple to integrate Android Auto and Apple CarPlay in the next-generation Sync, which will be introduced in U.S. later this year.

By | 2017-08-07T09:35:32+00:00 August 18th, 2015|Categories: Industry News|