Porsche wants its cars to feel like iPhones... whatever that means

Hold on, wait... what?

Building vehicles used to involve mechanical engineering but now that cars are basically becoming smartphones on wheels, auto makers share more in common with tech giants than we'd like to admit. Kjell Gruner, CEO of Porsche North America, says car makers should take a leaf out of Apple's book when it comes to building products because "with their ecosystem and their seamless customer experience, they have shaped the customer expectation". He believes that Porsche should "integrate [digital] with the physical experience because we are a very, very physical product".

The Taycan naturally springs to mind, with 53 inches (combined) of screens and its electric heart but I think Mr Gruner is trying to bring up a different point here. "With [the iPhone], startup time is zero. That's what customers are used to," Gruner said. "But that is because the phone is always on. If you lock a car, that is like turning off your iPhone. And when was the last time you really turned off your iPhone? Customers are turning on the car, and they expect it is all there, navigation, whatever. That customer expectation is coming from those devices, like it or not".

Porsche is already ahead of (most of) its rivals when it comes to customer expectations and loyalty. People who buy Porsche want a Porsche and nothing else. That's probably the reason why the Taycan sold so well and also the reason why I often read comments like "yeah, I don't like EVs except for the Taycan". Something along those lines.

I'm not sure I like where this is going but then again there's nothing I can do about it. I personally don't mind electric cars but I don't want my car to be a smartphone.

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Comments (44)

  • Of all the companies I expected to come out with a statement like this, Porsche were definitely last.

      2 days ago
  • As a user of the whole Apple ecosystem, I totally get it. But it's not the right association, it's not really comparable. Maybe at some low level, at best.

      2 days ago
  • As a massive Porsche fan, I’m going to act like they never said this

      2 days ago
  • I want cars to feel like cars, not iphones. If they are talking about intuitive operating systems for the tech within cars then they’ve got a long way to go but there rest of the driving experience should feel like a Porsche!

      2 days ago
  • For Everyone in the comments who understand this article as something else: Porsche's CEO is talking about creating an infotainment system to rival the UI system to that of Apple's. Porsche isn't interested in making their cars feel like appliances...

      2 days ago
    • Right! That's Tesla's job haha. Phone broke? Do this update or send it in, here's a new phone. Tesla broke? Same basic procedure, the cars have no soul to them. Porsche will always have a soul to them. The engineers went out of their way to make...

      Read more
        2 days ago
    • Infotainment is the key word and it annoys me the most. I can't understand why any car, let alone sports car needs infotainment. It's a car, not a BL**DY LOUNGEROOM!!!

        1 day ago