APPLE CAR What do we know about changing consumer preferences and

the forces causing disruption in the automotive industry

Top conversations in the media about Millennials & Cars show that…

Why millennials aren’t driving 24% of conversation

Alternative transit methods 24% of the conversation

Challenges & costs of teens driving

20% of conversation

Technology-driven car innovations

14% of the conversation

Car models targeting young drivers

15% of conversation

Consumer attitudes are changing, particularly Millennials

Uber / Lyft

Sharing economy

Car buying experience broken

New car models for young

drivers

Costs / risks of teen driving

Autonomous driving

IoT/Connected Car technology

Millennials & money

City planning / alternative transit

Car insurance

Millennials pass on drivers licenses

Sub-topics reveal that the future of transportation won’t be as simple as traditional car ownership

Who then will address the concerns of buyers? Could Apple rise above OEMs?

A123 lawsuit about talent poaching

BMW / iCar partnership rumors

Talks with GoMentum

Station

Apple - Tesla buyout speculation

WSJ breaks story of ‘Project Titan’

Doug Betts hired from Chrysler

Auto execs react to Apple Car - “not scared”

Apple meets with California DMV

Apple building smart windshields

Apple hires NVIDIA machine learning expert

Apple poaches engineers from Mission Motors, kills startup

Apple acquires VocalIQ

WSJ reports Apple Car to arrive in 2019

Looking at news and rumors about Apple Car allow us to piece together what might be next

Apple - Tesla buyout

speculation CarPlay launched in

Geneva

WSJ breaks news on

‘Project Titan’

A123 lawsuit about talent

poaching

Apple to launch by 2019

Momentum is building, starting with the WSJ news break on ‘Project Titan’

26% of total speculation about Apple Car is driven by reports of new hires

hiring press

other press

Hiring patterns prove to be one of the strongest signals for Apple’s intent to build a car

Doug Betts - Fiat Chrysler, Global Quality

Johann Jungwirth - Mercedes Benz R&D North America

Paul Furgale - Autonomous Systems Lab, computer vision engineer

Mujeeb Ijaz - A123, CTO

Jamie Carlson - Tesla senior engineer

Megan McLain, VW, engineer, autonomous driving

Mission Motors

John Ireland - Tesla powertrain test engineer

Jonathan Chen - Nvidia, machine learning

Xianqiao Tong - Nvidia, computer vision engineer

Lech Szumilas - Delphi research scientist

Stefan Weber - Bosch ADAS engineer

Sanjay Massey - Ford connected car engineer

Count of mentions

By extracting the names of key hires, we see a focus on R&D and product talent from the auto industry

2011 Oct. 2015VocalIQ Limited builds a platform for voice interfaces for voice enable devices and applications. Its solutions are used in various applications, including smartphones, robots, cars, etc.

2013 Sept. 2015 Mapsense, Inc. offers mapping engine and developer tools to build applications for streaming datasets.

2008 May 2015Coherent Navigation Inc. develops global positioning systems which combines mid-earth orbit satellite systems with Iridium Corporation's satellite constellation in low-earth orbit.

2002 Dec. 2013 Novauris Technologies Ltd develops server-based and embedded speech recognition systems to OEMs.

2004 July 2013Hopstop.com, Inc. operates a pedestrian navigation service that provides door-to-door walking, biking, transit, taxi, and hourly car rental directions

2011 March 2013 (20M)

Wifislam, Inc. develops location-based applications with microlocation ability. It offers Positioning SDK that makes accurate indoor positioning easy

2007 July 2011 (155M)

C3 Technologies AB provides detailed 3D city visualization solutions for the Web mapping industry.

Founded M&A

Recent M&A activity also indicates that navigation could play a central role in the Apple Car

But competitors are boldly dismissing the threat and have caught the ear of journalists

“ I couldn’t type on it [the iPhone] and I still can’t type on it, and a lot my friends can’t type on it…It’s hard to type on a piece of glass.

” Mike Lazardis Former co-CEO, Research in Motion

We’ve seen this type of response to Apple before

…will car companies be next?

“ If there were a rumor that Mercedes or Daimler planned to start building smartphones then they would not be sleepless at night. And the same applies to me.

” Dieter Zetsche CEO, Mercedes-Benz

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