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.