Key Takeaways
1. Apple has ended its plans for the iCar and Project Titan in February 2024.
2. The Volvo EX60 is seen as a strong alternative, embodying characteristics expected from an Apple product.
3. The EX60 is designed as a “software-defined vehicle,” continuously improving through data collection.
4. Its advanced SPA3 platform allows for gradual performance enhancements and new features over time.
5. Volvo is positioned as a vibrant and technologically sophisticated brand, filling the role originally envisioned for Apple in the automotive market.
In February 2024, Apple decided to end its plans for the iCar and Project Titan. However, Matthias Schmidt from Schmidt Automotive Research has noticed something interesting in his latest report. He believes that Volvo’s EX60 perfectly fills the void left by Apple.
The Unique Appeal of the Volvo EX60
According to Schmidt, the Volvo EX60 has the kind of characteristics that many would have anticipated from an Apple product. Its design is sleek, practical, and has a distinct Nordic flair. However, what truly matters is what’s under the hood. Volvo is not just jumping on a trend; it’s committed to developing the Volvo EX60 as a “software-defined vehicle.” This electric car continuously gathers data—not just for fun, but to gain insights.
Continuous Improvement Over Time
Much like a smartphone’s operating system that evolves over time, the Volvo EX60 is built to enhance its capabilities while parked in the owner’s garage. Schmidt points out the car’s safety features, which learn from real-life driving experiences and accident situations. The algorithms become more intelligent, receiving updates in real time. This blend of hardware safety and adaptive software was the very essence that many hoped to see from the Apple Car.
Advanced Technology Behind the Scenes
This is all made feasible thanks to the innovative SPA3 platform paired with the “Superset” tech stack, which enables “progressive performance enhancement” over time. Basically, Volvo no longer needs to set all functionalities in stone at launch; instead, performance can be improved gradually, and new features added as real-world data shows that users won’t face any downsides or safety issues. This method of maximizing hardware capabilities through evolving software has been a hallmark of Apple for many years.
Schmidt’s tone turns a bit reminiscing in his analysis. He remembers that while Steve Jobs was often spotted later in life driving his iconic silver Mercedes SL without any plates, the young Apple co-founder was seen driving a Volvo station wagon in the 2013 movie “Jobs.” “If he were still around,” Schmidt writes, “one could easily picture him behind the wheel of an EX60 today.” For the analyst, this clearly indicates that the Volvo brand is vibrant, technologically sophisticated, and now assuming the role that was originally envisioned for Apple.
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