05 August 2022
Apple Appoints Lamborghini Executive to Oversee Electric Vehicle Program
In 2014, Apple began working on ‘Project Titan,’ with over 1,000 car experts and engineers developing an electric vehicle at a secret location near the company’s Cupertino headquarters.
As we all know, the Apple Car project has shifted and changed multiple times over the last several years due to internal strife and leadership issues; in 2016, rumours suggested Apple had shelved plans for a car, but by 2020, it was back on.
Is it really back on track? Hiring the former Lamborghini Chassis and Vehicle Engineer, Luigi Taraborrelli, who oversaw projects such as the Urus, Huracan and Aventador, may provide a clue.
In 2020 Lamborghini released an Apple-based augmented reality feature to preview the Huracan EVO RWD Spyder.
At the time, Apple’s Phil Schiller stated, ‘Apple and Lamborghini share a great passion for design and innovation. We are excited to support the launch of the new Lamborghini with Apple’s augmented reality technology so that their fans worldwide can experience it from the safety of their homes.’
The latest rumour is that Apple is working on a fully autonomous self-driving vehicle for 2025 that will not require user intervention to drive, going further than any other car manufacturer.
According to Bloomberg, Apple has hired hundreds of former engineers from leading car manufacturers, including Tesla, Rivian, Waymo, Volvo and Mercedes-Benz. They also hired senior design executives from Tesla, McLaren, Porsche and Aston Martin,
It’s a highly ambitious project, and rumours indicate that Apple wants to design a car with no steering wheel and pedals.
Apple is a past master at market hype; have we now reached Reality Day?