The Research & Development Chief of German automobile firm BMW has said that there were several obstacles in entering into an intrinsic collaboration with technology giant Apple and not much could be done beyond creating products that work well in the company’s cars. The world’s most valuable company (Apple) is planning to enter the automobile market by looking to design a self-driven electric car. Sources claim that the firm has been in constant talks with the automobile experts and suppliers of parts for developing and contemplating this idea.
BMW’s R&D Chief, Klaus Froehlich, spoke to Reuters and said that his firm shared a lot with Apple in matters of principles and philosophy. He said that like Apple, BMW also focuses on creating premium branded products along with laying emphasis on continuous innovation. Skeptical of opening the firm’s work structure to other companies, even if it is Apple, BMW has been conservative in tackling a possible issue of collaboration beyond product integration. "We do not collaborate to open our ecosystem, but we find ways because we respect each other," he said.
Answering queries regarding the possibility of the development of a car with Apple, he said, "I will remain hypothetical on the topic. When it comes to the topic of technology, BMW tends to focus on its own strengths. BMW will keep in mind the needs of the customer, and what the company's core strengths are, when it considers the merits of entering any strategic collaboration.” BMW, one of the most reputed luxury car brands across the world, has communicated that it will tone down its efforts of protecting the market share, which surprised a large number of investors.
