From Hyunjoo Jin and Stephen Nellis’ “Hyundai wrestles with the risks of embracing Apple” posted Friday by Reuters:
“We are agonizing over how to do it, whether it is good to do it or not,” said a Hyundai executive aware of the internal discussions on the tie-up with Apple. “We are not a company which manufactures cars for others. It is not like working with Apple would always produce great results.”
“It is really difficult (for Hyundai) to open up,” this person said, adding that the South Korean company would likely to have to replace some executives to avoid a culture clash under any partnership with Apple.
“Apple is the boss. They do their marketing, they do their products, they do their brand. Hyundai is also the boss. That does not really work,” the person said.
“The Group is concerned that the Hyundai brand would become just Apple’s contract manufacturer, which would not help Hyundai in its effort to build a more premium image with its Genesis brand,” the insider said. Kia is also moving faster in terms of electric cars, and it has available production capacity at its Georgia factory in the United States.
My take: This from the same reporters who broke the original Hyundai-Apple story. Could be the same source.