Turns out the consumer tech giant making a car is Sony, not Apple.
“If you look at Tesla, Rivian and others, where they really get tripped up is production,” Jominy said. “Everything is great until the plant starts to open.”Sony and Honda may both be heavy hitters, but again, making cars is hard. Profit margins are low, overhead is high, manufacturing is difficult, and sales tactics vary from country to country.
“We found out we can make one more entertainment space in mobility, like a living room” in car form, Kawanishi said. “We already delivered the PlayStation, the Walkman. The mobility space is one more market for us.” “To me, it seems from Sony’s perspective, this is a full integration of its users, from home to work via your car and everything in between,” Jominy said. “It’s now an extension that lets us take our personal lives portable.”
“You would expect [Afeela] to be a success on some level, although that’s far from guaranteed,” Jominy said. “There’s a lot of caveats and things that could happen between now and 2026.”
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