“What if I’m Tim Cook, Apple’s CEO? Eui-seon Eui-sun, chairman of Hyundai Motor Company?”
I had a strange imagination. This is due to continued reports of the two companies’ cooperation. sure It’s coming. My job is also overwhelming, and I’m worried about the world’s best companies.
However, when I encountered CNBC’s report on the 3rd (local time), I fell into a strange’rabbit’. And I asked this question.
“What are the concerns of CEO Tim Cook and Chairman Eui-sun Eui?”
Before talking about this, let’s follow the CNBC report a bit. It’s roughly like this.
The contract between Apple and Hyundai-Kia Motors is on the verge of being signed. Once the contract is confirmed, it will make an Apple-branded autonomous vehicle at the Kia Motors assembly plant in West Point, Georgia. The shipment plan is 2024. However, depending on the situation, the schedule may be delayed. There is still a possibility that other automakers will become the negotiating partner instead of Hyundai.
As CNBC delivers this news, it asks two questions. This question is based on the premise that the contract is concluded.
first. Why did Apple choose Hyundai-Kia?
second. Why did Hyundai-Kia sign a contract with Apple?
This question is a thought that came to my mind when the report on the partnership between Hyundai Motor Company and Apple came out. The question that changed it to Korean style was “What are Tim Cook and Eui-seon thinking about?”
“In the mobility market with tremendous potential, we should do business like Apple.”
Tim Cook’s concern is’after the iPhone’. It is not like Apple to be satisfied with the strongest smartphone that has reached saturation. Moreover, the mobility market has tremendous potential. It is hard to compare with a smartphone. It is a mountain that must be conquered for Apple who is contemplating’after the iPhone’.
CNBC cites the Morgan Stanley report to show how attractive the mobility market is.
The size of the smartphone market is about 500 billion dollars per year. On the other hand, the automobile and mobility sectors are worth 100 trillion dollars. Even if Apple occupies only 2%, it can generate sales as much as the iPhone business.
It is a picture that is difficult to erase in Tim Cook’s mind, who is contemplating the future.
Tim Cook’s concern is that he needs to do’apple-like business’ in the mobility market. To do that, you have to choose a partner well.
Above all, car manufacturing capabilities must be excellent. In this regard, Hyundai-Kia is the optimal partner. However, for’Apple-Down Business’, the partner needs to bow a little. Foxconn, which makes iPhones, is just that.
However, Hyundai is a little different from Foxconn. After handing over the blueprint, it is not a good opponent to say, “Please assemble it as it is.” It’s just a good partner, but it’s not easy to stick to the Apple-like business model.
The future is there… The way to save the modern brand
What kind of worries is Chairman Eui-sun Eui-sun having? Chairman Eui-seong Eui-seong, who took office as the chairman of Hyundai Motor Company in October last year, emphasized the future automobile. The title of the inauguration message was’Start of a New Chapter’.
In this message, Chairman Chung declared, “We will implement an eco-friendly means of transportation that all customers can safely use with electric vehicles with both performance and value for a peaceful life and a healthy environment for customers.” He also said, “We will develop the most innovative and reliable autonomous driving technology in the world.”
At the same time, Chairman Chung emphasized, “Another challenge and preparation for a new environment and future is also needed.” Self-driving cars and electric cars are key keywords for future cars that Chairman Eui-sun Eui-sun draws.
Cooperation with Apple can be a great help in starting a new chapter for Hyundai. It is difficult to find a place like Apple as a future car partner.
However, it can be difficult for Chairman Chung to accept that Hyundai Motors acts like Foxconn. Hyundai Motor Company is already a strong player in the existing market. It is different from Foxconn, who was satisfied as an’Apple assembly partner’.
It is a similar situation to Samsung Electronics before riding the’Android Horse’. But Apple is different from Google. Unlike Google, which is not greedy for hardware, Apple wants to manage both software and hardware.
It is clear that the future is there. However, it is only possible to become the’future of Hyundai Motor Company’ only by leading it.
Negotiations can’t get you all. If you get something, you have to give it away. In the negotiations between Hyundai Motor Company and Apple, it seems too clear.
Models created by Samsung and Google, are Hyundai and Apple possible?
If so, is there a third way? At first glance, it is Samsung Electronics. Samsung is on the verge of getting on the Android platform. At that time, Samsung internally worried about’platform subordination’. However, after boldly pushing it, it became a strong player in the smartphone market. It has established itself as the only success story for the Android platform.
Of course, horizontal comparison is difficult. Cars are different from smartphones. Unlike smartphones that were capable of’simple subcontract manufacturing’, automobiles have a strong manufacturing capability.
Besides, Apple is not Google. Unlike Google, where the starting line was’advertising business’, Apple is a’device manufacturer’. I’ve never made a device that doesn’t run under the Apple brand.
For Chairman Eui-sun Eui-sun,’Hyundai Motor, which outsources Apple cars’, will be awkward. On the other hand, Tim Cook may not be easily convinced of the picture of’Hyundai with Apple software’.
While watching the CNBC report, I thought about things like this.
Related Articles
Samsung and Nokia summoned again for’Apple Car’
Apple is compelled to make Apple Cars
Another ghost, the apple car, is roaming
[조재환의 카테크] Repeated theory of Apple Car cooperation… Coexistence of expectations and concerns
Will Chairman Eui-sun Eui and CEO Tim Cook be able to overcome this gap and take a picture with a wide smile? Can we run toward the future while yielding’part of the present (or much)’?
I’ve been in possession of Chairman Eui-sun Eui-sun and Tim Cook, but the answer to the question still does not come up easily. It seems that it is because the presence of the two companies and the power of the future strategy are so great.