The National Highway Traffic Safety Administration keeps having to remind Americans that no vehicle available for purchase today is capable of driving itself (hear that, Tesla owners?). — Photo by Erik Witsoe on Unsplash
If semiconductor shortages, recession risks and the once-a-century shift in propulsion weren’t enough to keep auto executives up at night, here’s one more sleep disruptor: Consumers are keen to buy an Apple car before one even exists.
Strategic Vision just released the results of an annual study that this year reached 200,000 new-vehicle owners. For the first time, the consulting firm included Apple among the more than 45 brands it surveyed consumers about. The findings: 26% said they would "definitely consider” buying a set of wheels from the iPhone maker, behind only Toyota and Honda. And 24% ticked the top box ("I love it”) when asked their impression of the quality of the brand, beating all others by a wide margin.
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