A survey of 200,000 new vehicle owners by Strategic Vision placed Apple third on a list for brand consideration, with 26% saying they love the Apple brand and would buy a car if it made one. The company was ranked behind Toyota and Honda and ahead of Tesla, Lexus, and BMW in a survey of more than 45 brands.
According to the survey, almost half of Tesla owners would consider buying an Apple car in the future. Apple also had the highest quality impression of 24% compared to 15% for Toyota and 11% for Tesla. But 34% said they didn’t know enough about the car to make a judgment given the lack of information.
Strategic Vision’s Alexander Edwards said that what Apple ultimately presents in terms of styling, powertrain, product, and other vital features will determine the level of interest generated among car shoppers. However, he added that their brand awareness and reputation provide a formidable platform that automotive manufacturers should brace themselves for.
Apple has not made any announcement about producing a car but has long hinted about building one under the codename ‘Project Titan.’ CEO Tim Cook first mooted the idea in 2017 that it was shelving plans to focus on driving technology for other car makers.