Apple already has the highest focus on future vehicles among automakers, reports strategic vision –

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SAN DIEGO–(BUSINESS WIRE)–#NVESWhile Apple has not yet announced plans to produce a car, the brand already has some of the highest future brand considerations among recent new vehicle buyers, according to Strategic Vision’s New Vehicle Experience Study (NVES). NVES is the largest and most comprehensive survey of new car owners in the US, and these findings indicate that if Apple builds it, customers will come.

For nearly thirty years, Strategic Vision has asked new car owners whether they would consider the quality of more than forty-five car brands, including some not available in the US, and what they think. In 2022, a potential Apple-branded vehicle was added to that list. “Apple ranks third with the highest brand consideration, with 26% of customers saying they would definitely consider an Apple-branded car in the future; just behind Toyota (38%) and Honda (32%), followed by Ford (21%) and Tesla (20%). But Apple’s strength doesn’t stop there,” said Strategic Vision President Alexander Edwards. “What worries others is that Apple generates more love than any other auto company, double that of strong brands like Honda, Toyota and Tesla. For example, more than 50% of Tesla owners would ‘definitely consider’ a future Apple vehicle – everyone should be prepared,” Edwards advises.

Apple has the highest combined score when looking at the top-box responses of two key measures: Future Consideration (“Definitely Consider”, 26%) and Your Impression of Quality (“I love it”, 24%). “Of course, what Apple ultimately presents in terms of styling, powertrain, product and other key features will ultimately determine the level of interest generated among car buyers. However, their brand awareness and reputation provide a formidable platform on which automakers should brace themselves,” he continued. Edwards.

Combined with recent news about the next generation of its CarPlay system, Apple has within its brand arsenal the ability to create a moonshot among automakers. This, of course, depends on how established competitors react as potential entrants like Apple make their way into the market. “If others aren’t preparing for these kinds of disruptions today, they may be wondering, ‘What happened?’ just like when Tesla entered the market,” said Christopher Chaney, senior vice president of Strategic Vision. “All current players in the industry usually have their own destiny. If they’d just be lulled to sleep by devoting all their ingenuity to chasing electric motors, LED lights, and flat screens with thousands of apps and every high-tech feature you’ve never dreamed of, Apple could land the moonshot in their sales backyard.

The only weakness in Apple’s position is that they haven’t produced a vehicle yet, leading 34% of new vehicle buyers to say they “don’t know enough” what an Apple product might look like. “The good news for today’s car brands is that the path to Apple’s fate is not obvious. Designing a future strategy and building cars based on ‘True Innovation’ is accompanied by rich and impressive impressions, a mix of art and science. Having highly motivating traits each tied to customer values ​​and emotions is what keeps a potential Apple car on a relatively level playing field,” Chaney concludes.

Strategic Vision is an international consulting and advisory services organization focused on helping understand and predict advocacy, conquest and loyalty according to clients’ personal values ​​and decision-making structure. Strategic Vision’s research and data comes from the 28-year New Vehicle Experience Study (NVES), which annually surveys the experiences of more than 200,000 new vehicle owners and tracks unique variables such as smartphone brand use, EV development measures and hundreds of other variables on all brands. For more information or interview requests, please contact Alexander Edwards or Christopher Chaney at (858) 576-7141 or visit our website at


Press contacts:

Alexander Edwards / Christopher Chaney, 858.576.7141

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