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According to Strategic Vision, a whopping 26 percent of new vehicle owners would seriously consider buying an Apple vehicle if it were available.
The international consultancy released the results of its New Vehicle Experience Study this week, in which it asked new vehicle owners how they feel about the quality of more than 45 car brands.
The survey has long asked Americans to rank brands that are available in the country, as well as brands that aren’t. However, this was the first time it asked consumers about Apple.
Also read: Apple Car almost ran into jogger during test, lack of support from some senior executives
“Apple ranks third in the highest brand considerations, with 26% of customers saying they would definitely consider an Apple-branded car in the future,” said Alexander Edwards, strategic vice president at Strategic Vision. “Apple’s strength doesn’t stop here, though. What others should be concerned about is that Apple generates more love than any other auto company.”
Indeed, 24 percent of respondents said they “love” the quality of Apple products, which is twice that of strong brands such as Honda, Toyota and Tesla. Of course, that impression is complicated by the fact that the brand has never actually made a vehicle.
That’s not to say it doesn’t have experience in the automotive industry, though. Apple CarPlay is a force in the infotainment world and with the upcoming updates, the service will take over many more vehicles in which it is used.
“Of course, what Apple ultimately presents in terms of styling, powertrain, product and other key features will ultimately determine the interest generated from car buyers,” said Edwards. “However, their brand awareness and reputation provide a formidable platform for automakers to prepare for.”
That could be a big deal for brands like Tesla, with 50 percent of owners saying they “would definitely consider” buying a future Apple product.
Fortunately for Tesla and other automakers, an Apple car is anything but certain. While it’s a poorly hidden secret that the company has been working on an autonomous vehicle, recent reports suggest that the team developing it is facing serious problems. It is also suggested that the top of the company is less than fully committed to the project.
But if it goes ahead and builds it, it looks like there will be buyers queuing up to buy an Apple vehicle.
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