Will Project Titan be as desirable as a Lambo?
Apple has struggled to get its autonomous EV car off the ground for years. The tech company has now made a significant power move by hiring ex-Lamborghini employee Luigi Taraborrelli.
Taraborrelli left Lamborghini in May this year after spending 21 years with the Italian brand. At the end of his time with Lambo, he was the head of chassis and vehicle dynamics. His impressive portfolio includes the Urus, Huracan, Aventador, and most impressive of all, the Huracan Performante. Taraborrelli also worked on the upcoming off-road supercar, the Huracan Sterrato.
The news comes via Bloomberg, suggesting that Apple is far from ready to give up on its automotive dreams. This is not Apple's first high-profile hire. In mid-November 2021, Apple poached CJ Moore from Tesla.
Moore was meant to work with Stuart Bowers, which Apple also lured away from Tesla. The latter was in charge of the Autopilot program until 2019, which means Apple is pretty serious about autonomous driving.
Moore stayed with Apple until May 2022 before moving to a more lucrative position. Before that, Apple lost three more employees working on its autonomous driving systems.
It's not just the software holding Apple back. Apple was in serious negotiations with China's CATL and BYD to provide batteries, but the renowned smartphone company's demands were said to be too high. It wanted the previously mentioned battery suppliers to be fully dedicated to its needs, which is an odd request considering CATL is the world's number one battery maker.
The most significant loss was Doug Field, who was in charge of Project Titan, the codename given to the Apple car. Field was an engineering executive and likely responsible for all the work done so far. Soon after Ford split its EV and ICE divisions, Field was announced as Model e's chief EV and digital systems officer in charge of the software development sector.
Things are looking up for Apple at the moment. Taraborrelli brings a wealth of experience working with niche brands and rumors that Apple may buy Canoo to get a foot in the door. This news was reported in May 2022 when Canoo was still struggling, but a recent deal with Walmart sent the obscure EV maker's stock price soaring.