Sony considers building an electric car of its own

Sep 08, 2015

As rumors persist of an Apple car project and Google continues to test its own self-driving cars, Sony may become the latest non-traditional corporate entity to dabble in the car business.

The Japanese electronics conglomerate is interested in partnering with an established carmaker on a vehicle program, according to a new report from the Financial Times. Chief executive Kazoo Hirai reportedly believes that the advent of modern electric cars has lowered the barrier for entry into the car industry, and “won’t rule out” Sony’s eventual participation in it.

“We don’t have plans at this point but never say never,” Hirai said in an interview with the Financial Times. He said the company will make its move at a point when it can “make a difference in the automotive space.”

Talk of a hypothetical Sony car comes in the context of attempts by the company to expand its camera and sensor sales into the automotive market, and to expand its reach into diverse fields like real estate. Sony’s expertise with lithium-ion batteries is viewed by analysts as a potential advantage in developing a production car.

As cars begin to look more like smartphones thanks to the proliferation of touchscreen infotainment systems and device connectivity, tech companies are showing more interest in the industry. Tech-infused cars create a new market for both hardware and content producers, who could potentially turn driving into yet another venue for smartphone use. The arrival of electric cars also eliminates the need for a lot of the specialized knowledge required to make cars with internal-combustion powertrains.

However, Hirai noted that non-traditional car manufacturers still have a lot to learn about creating the “emotional value” that connects consumers to cars. This is why he believes that if Sony does decide to build a car, it will do so in concert with an established carmaker.

Source: ecomento.com