Apple picks up Tesla's former VP of Vehicle Engineering for 'special projects'
Apple has reportedly recruited Tesla's former VP of Vehicle Engineering, Chris Porritt, to work on "special projects" at the company -- possibly to replace Steve Zadesky, the one-time head of Apple's electric car project, codenamed Titan.
Tesla's Model 3.
"Special projects" is the banner under which Project Titan operates, Electrek noted on Tuesday. It's also a skunkworks label under which other Apple projects have been developed -- Apple Watch hires were assigned the same way. Porritt, however, is deeply rooted in the automotive world, having once been a chief engineer with Aston Martin.
With Zadesky gone, Porritt would be the one of the most senior car experts at Apple, and hence a candidate for taking over Project Titan. While at Tesla, he's said to have worked on the Model S, X, and 3. Some of his Aston Martin credits include the One-77 and the iconic DB9.
The executive reportedly didn't make the leap directly from Tesla to Apple, as there were a few months in between. His new title is "Special Projects Group PD Administrator," said to be a deliberately obscure title.
At least some high-level Apple engineers will be working under Porritt. One of these is Emery Sanford, a person who allegedly worked directly with Zadesky, and who has dozens of Apple patents to his credit.
Apple and Tesla have been engaged in a job poaching war for some time. Typically, though, Apple has only been able to recruit engineers, not top executives.
If reports are accurate, the company still has some ways to go before an "Apple Car" hits the road. Reports have suggested that the first model will only be ready in 2019 or 2020, and may not be self-driving, even though Apple is thought to be developing that technology.
Tesla's Model 3.
"Special projects" is the banner under which Project Titan operates, Electrek noted on Tuesday. It's also a skunkworks label under which other Apple projects have been developed -- Apple Watch hires were assigned the same way. Porritt, however, is deeply rooted in the automotive world, having once been a chief engineer with Aston Martin.
With Zadesky gone, Porritt would be the one of the most senior car experts at Apple, and hence a candidate for taking over Project Titan. While at Tesla, he's said to have worked on the Model S, X, and 3. Some of his Aston Martin credits include the One-77 and the iconic DB9.
The executive reportedly didn't make the leap directly from Tesla to Apple, as there were a few months in between. His new title is "Special Projects Group PD Administrator," said to be a deliberately obscure title.
At least some high-level Apple engineers will be working under Porritt. One of these is Emery Sanford, a person who allegedly worked directly with Zadesky, and who has dozens of Apple patents to his credit.
Apple and Tesla have been engaged in a job poaching war for some time. Typically, though, Apple has only been able to recruit engineers, not top executives.
If reports are accurate, the company still has some ways to go before an "Apple Car" hits the road. Reports have suggested that the first model will only be ready in 2019 or 2020, and may not be self-driving, even though Apple is thought to be developing that technology.
Comments
Apple wouldn't make a car like Tesla. Musk is concerned with flash and not substance.
If the iPhone was a car it would be like a sports sedan. Room for 5 adults, lots of cargo space, well-equipped with all sorts of useful luxury features (not gimmicks) and great all-round performance. Not to mention an excellent user interface (ergonomics) designed around not only the driver but the passengers as well.
The Model S and Model X are garbage vehicles. Blindingly fast in a straight line but the rest of the car is average. I seriously wonder if anyone who's ever driven either car has even spent more than 2 minutes in a competing luxury vehicle. Because you'd soon realize that aside from the electric drivetrain (which any yahoo can build these days) the cars are pretty basic.
I suggest someone go spend time in a Range Rover SVR (also around $144K - the same price buyers have been paying for the Model X) to see just how shitty the Model X really is and how many "luxury" features it's missing. I swear, people seem to think if you have power windows and power seats that your car is "fully loaded". Oh, but it has those cool-looking Falcon Wing doors. I guess that makes it worth the money. /s
So where does Apple fit in? General Motors, a worldwide corporation, is valued somewhere around $40B. IF, and that's a huge if, Apple wanted to be a game changer in the automobile market and truly electrify and finish the job Tesla and others have been doing to this market, they would have to buy, build, whatever a company at least the size of GM to really make a change. If all Apple wants to do is build a few (couple 100K) expensive EVs, then they can do this overseas using that horde of money they can't bring back without way too many taxes. This would end up being another Apple TV project that couldn't make a dramatic change because the broadcasting oligopoly wouldn't let them play and government regulators won't change anything because they're paid off by these companies. The Tesla Model 3 is finally a reasonably priced, high distance EV that many people will buy but as long as gas is still cheap and politicians and Wall Street can be bought, Tesla, and possibly Apple, will continue to be very small niche players in this global industry.
I wonder where all those cars will be manufactured and how it will impact profits.
Really enjoyed your post. It's always seemed fairly obvious to me that the industry is tightly controlled, and the creation of EVs has been suppressed.* The absence (and legal limitations) of plug-in hybrids seems to be solid proof that this is the case. It shouldn't be difficult, or costly, to make a plug in hybrid (especially when considering how many non-plug-in hybrids are on the road) with a 40 mile range that would satisfy the daily commute of 90% of drivers, and dramatically reduce gasoline consumption. But plug in hybrids remain conspicuously inconspicuous.
However, ever since the rumor came out that Apple was serious about EVs (with a 1000 person team), the other car manufactures can't make EV prototypes fast enough, which suggests to me that the barriers to EV production may get substantially better in the near future. Either way, I think that Apple will be able to have a huge impact on the auto industry by doing what they do best, releasing a reasonably priced product that out-innovates the competition and presents a significant value over the competition. If Apple does that, they can't be ignored, and it will only be a matter of time before more barriers are removed.
*Which makes the hype about carbon dioxide all the more ridiculous, such as placating the public with the ridiculous banning of incandescent light bulbs in the US, while so many more meaningful measures to curb energy use are overlooked.
Cars in the $30K price range have even slimmer margins. If Tesla can't properly equip their expensive cars, how are they going to be able to equip a much cheaper car?
Even Musk was being deceitful at the Model 3 launch, showing off a sleek car with an all-glass roof and talking up the $35K price. Then a few days later said the Model 3 will also come with a "normal" roof as well. Do you think the $35K version comes with the "normal" roof, or the expensive all-glass roof? I predict a base $35K Model 3 is NOT going to be well-equipped at all compared to any other car for $35K.
But I'm going to predict that Apple may start with more of a 1-2 person vehicle.
Smaller, lighter, less than highway speeds, autonomous if needed...and covered, comfortable and will proliferate amongst city streets.
Then will go to larger cars and vehicles.
I have no idea what Apple will produce in terms of a car. I'm just stating that they don't waste time with stupid gimmicks that others (like Samsung or Google) are famous for. Like Face Unlock or Air View. I see them taking that approach to a car. Which is why Apple won't waste money on making something stupid like Falcon Wing doors or 3 second 0-60 times, but would put that money into something that has a bigger impact on the vehicle passengers.
By the time Tesla ramps up to produce those car
there will be competition of likely better equipped cars with similar drive train from well, every one else.
Tesla needs high margins on these cars just to survive unlike the other car makers.
If others offer cars with the same margin they get on their other cars, 5-6%, Tesla is in trouble.
The battery tech is Panasonic, not Tesla;In fact there is nothing super duper about TEsla at all except hero worship.
The gimmick with ludicrous speed and falcon doors has helped Tesla get famous, how much isn't that worth? Who doesn't dream of what they will come up with next?
pre-orders is 400K now.
Adding extra production lines is of course not easy and getting the supply chain running smoothly isn't either, but Mr. Musk has an advantage when it comes to rocket science.
(Reminds me of Saab, building planes and automobiles ...)
I know for sure your are mistaken: where I live people are extremely wealthy and own several cars (at once) of the same class and beyond you mention, but the last few years the same people buy loads of Model S's and drive with almost a smile.
People like that are totally spoiled and know the difference but keep buying the Model S.
Adding to that, rumor has it that BMW and Mercedes are very worried about Tesla, because sales data shows they have already lost the competition in that segment, at least in the U.S.