to size apple and googles interest in what we still think of as cars would become far more viable googles longterm autonomy research represents the biggest technological threat to the car industrys comfortable paradigm but apples massive brand power is perhaps an even greater concern whereas googles experience with products has been inconsistent apple has proven its ability to realise huge new product segments indeed creating an alternative to the traditional automobile is one of relatively few opportunities for apples poststeve jobs leaders to claim their own piece of history if an apple mobility service lives up to the companys it just works tagline even on a very limited basis initially it has an opportunity to open millions of minds to the possibility of not owning a car there are still many obstacles to this vision let alone to apples success with it the company is years behind google and even established automakers are looking into autonomous and electric drive technology apples notorious struggles with its mapping app are cause for concern but even with its massive head start google is still struggling to make its autonomous drive work in adverse conditions and the regulatory hurdles facing driverless cars are considerable with automakers filtering autonomous capabilities into upcoming models the privateownership model will try to hold off such mobility services as long as they can still silicon valley has a shot at offering the first true private alternative to individual vehicle ownership and with two of the biggest tech firms racing toward this vision traditional automakers are on notice tesla has shown that startups can execute competitive products and generate massive public goodwill in an industry that assumes consolidation not new threats is the chief competitive concern with apple and google reportedly targeting 2020 launch dates for their new mobility products the auto industry now has about one full product cycle to respond how it does so will determine not just their own futures but also the future of a massive sector of the global industrial economy bloomberg published on feb 26 2015 at 0827 am ist telegram facebook copy link be the first one to comment comment now comments comment now read comment 1 all comments post post find this comment offensive choose your reason below and click on the submit button this will alert our moderators to take actions reasons for reporting foul language defamatory inciting hatred against a certain community out of context spam others report join the community of 2m industry professionals subscribe to our newsletter to get latest insights analysis download etauto app get realtime updates save your favourite articles scan to download app general motors international google apple toyota tesla tesla motors general motors india private limited toyota kirloskar motors private limited homenewsauto technologyapple and googles invasion of auto sector is becoming a fullblown assault