- Lucid rolls out hands-free driving in the Gravity SUV, a year after after it’s been available in the Air sedans. - It’s coming via an over-the-air update for Gravitys in North America. - No indication on price or whether it’ll be retroactively available. The Lucid Air sedan got hands-free driving assist last year, now Lucid is adding it to the Gravity SUV. When we drove the new Lucid Gravity just two months ago, we had a blast. The accommodating SUV actually drifted in the dirt and did it more smoothly than almost any other car, truck, or SUV on the market. All that software controlling power and torque distribution, along with all that data gathered up by the ABS and traction control systems went to work to make the Gravity a thrill. Even more data will now help drive the car, too. On current Lucid Airs with DreamDrive, there are 20 sensors and cameras. On Lucids with DreamDrive Premium, there are 24 sensors and cameras. Step up to DreamDrive Pro and current Airs get Lucid’s most advanced ADAS level with semi-autonomous driving features. Those include all the features included in DreamDrive Premium, plus Hands-Free Drive Assist, Lucid’s Level 2 ADAS feature. The Gravity I drove in April had 12 cameras on the outside, two on the inside, five radar units, and one Lidar sensor all looking around. At that drive we did last April, Lucid said the Gravity was capable of Level 3 autonomy, though it was only set up and approved for less-sophisticated Level 2. Now Lucid has announced it is performing an over the air update (OTA) introducing DreamDrive 2 Pro to add “hands-free driving capabilities” along with enhancements to navigation, charging experience, and everyday usability. Lucid did not say it is introducing Level 3, eyes-off hands-off
Jun 9, 2026 · via autoweek.com
Alphabet’s Self-Driving Car Company Waymo is Recycling its Old EV Batteries - Waymo will repurpose retired batteries from its all-electric autonomous fleet into stationary grid storage systems with B2U Storage Solutions. - The first deployments will focus on California and Texas, two markets with high renewable energy output and rising grid-balancing needs. - B2U estimates each reused EV battery can add $8,000 to $10,000 in additional electric power value before final recycling. Waymo Looks Beyond the Road for Battery Value California and Texas are becoming the first testbeds for a new second-life battery model linking autonomous mobility, renewable energy, and grid resilience. Alphabet-owned Waymo is partnering with B2U Storage Solutions to repurpose retired electric vehicle batteries from its autonomous ride-hailing fleet into stationary energy storage systems. The move gives Waymo’s batteries a second commercial use after they leave the road. For companies managing large EV fleets, the deal points to a growing governance and finance issue. Batteries are not only a vehicle component. They are also long-lived assets with residual value, climate implications, and end-of-life obligations. Waymo operates a fully autonomous, all-electric robotaxi fleet. Its vehicles are more intensively used than personal cars, which means batteries may reach retirement from road use faster. “The average personal vehicle is parked, but ours are shared and highly utilized,” said Adam Lenz, head of sustainability and environment at Waymo. That higher utilization rate could create a more frequent supply of retired batteries for second-life storage. Waymo said its fleet is making about 500,000 trips each week. Morgan Stanley has estimated that autonomous rides in the U.S. could rise from about 15 million in 2025 to around 36 million this year. That growth brings a larger question for operators, regulators, and investors. As electric autonomous fleets scale, battery reuse could become part of the
Jun 9, 2026 · via esgnews.com
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Jun 9, 2026 · via youtube.com
China’s EV giants challenge Tesla in race to commercialise humanoid robots
After years of competing with Tesla in electric vehicles and self-driving technology, Chinese manufacturers are targeting humanoid robots
Chinese electric vehicle (EV) makers are opening a new front in their battle with Tesla: humanoid robots.
The push is expected to strengthen China’s position as a global manufacturing powerhouse for next-generation mobility and robotics, an area increasingly seen as the next major battleground between Beijing and Washington.
“I believe China will become the first market to see full commercialisation of humanoid robots,” Stella Li, BYD’s executive vice-president, said in a recent video posted on the company’s official WeChat account. “BYD has made a huge investment in AI, and it will take some time before we reap the rewards.”
Li said BYD intended to distribute robots through its global dealer network, although she did not provide a timetable for mass production.
Jun 8, 2026 · via scmp.com
Waymo has acquired a massive 5,500-acre proving ground in Arizona owned by Route 14 Investment Partners LLC, a Delaware shell company associated with Apple, according to documents filed with Maricopa County. Waymo acquired the property, which is located near other proving grounds in Wittman, Arizona, for $220 million, according to the filing. The sale was recorded June 5. Waymo confirmed the sale to TechCrunch. The purchase rounds out Waymo’s already robust network of closed test courses. The Alphabet-owned company still uses the Castle Proving Ground in California as well as the Transportation Research Center in Ohio. Both of these are dwarfed by the Arizona location. The Arizona location includes a 115-acre city course, a 35-acre vehicle dynamics area, a four-mile oval track, and a freeway course purpose-built for autonomous vehicle testing. A Waymo spokesperson told TechCrunch the facility will be used to simulate driving scenarios in a controlled environment to continuously test and improve the performance of its self-driving system. Specifically, the company will support rider-only testing, motion control testing, operational training workflows, and future testing expansion over time. Apple purchased the property in 2021 for $125 million after renting access to it for years. The facility had previously been used as a test facility for Fiat Chrysler. It features different road surfaces, a high-speed oval, and helped the Detroit automaker test cars and their components in hot weather. Apple used it to put prototype vehicles through their paces as the tech company oscillated through different variations of its car project. That effort — known as Project Titan — was ultimately scuttled in early 2024 after Apple had spent billions of dollars on it. The Phoenix Business Journal was the first to spot the document. Waymo is in the middle of a dramatic expansion of its fleet, which currently stands
Jun 8, 2026 · via techcrunch.com
Waymo Collects Data for Mass. Launch as State Weighs Autonomous Vehicle Rules
Waymo is preparing to introduce self-driving cars in Massachusetts.
Waymo is preparing to introduce self-driving cars in Massachusetts.
Over the last several months, the company has been gathering data to evaluate navigation safety in areas with harsh winters and complex road layouts.
Massachusetts must approve legislation authorizing autonomous vehicles on public roads before Waymo can officially launch.
According to a Boston 25 News report, public sentiment for the company's work appears favorable. A recent Chamber of Progress survey also indicates broad voter support for expanding access to autonomous vehicles.
Rev. Art Gordon, a Boston pastor, told Boston 25 News that the company should be mindful about balancing the need for innovation and the intricacies of Boston's “weird streets.”
Representing Mothers Against Drunk Driving, safety advocates like Mary Kate DePamphilis explained that the new technology could help reduce deadly road issues.
Despite these developments, rideshare and taxi drivers have raised concerns about the potential impact on their livelihoods if autonomous vehicles become widespread across the state.
Jun 8, 2026 · via rock929rocks.com
Tata Technologies Receives Frost & Sullivan's 2026 Asia-Pacific Company of the Year Recognition for Excellence in End-to-End Autonomous Vehicle Solutions Recognized for innovation, market leadership, and customer-centric execution in advancing scalable autonomous and ADAS engineering across APAC SAN ANTONIO, June 8, 2026 /PRNewswire/ -- Frost & Sullivan is pleased to announce that Tata Technologies has received the 2026 Asia-Pacific Company of the Year Recognition in the End-to-End Solutions for Autonomous Vehicles industry for its outstanding achievements in innovation, strategy execution, and customer impact. This recognition highlights Tata Technologies' consistent leadership in driving measurable outcomes, strengthening its market position, and delivering customer-centric innovation in an evolving competitive landscape. Frost & Sullivan evaluates companies through a rigorous benchmarking process across two core dimensions: strategy effectiveness and strategy execution. Tata Technologies excels in both, demonstrating its ability to align strategic initiatives with market demand while executing them with efficiency, consistency, and scale. "While many regional service providers concentrate on isolated domains such as software development, simulation, or ADAS feature tuning, Tata Technologies distinguishes itself through a full-vehicle, lifecycle-oriented engineering model that spans concept, system architecture, validation, industrialization, and post-launch support. This system-level, platform-driven approach enables OEMs to translate autonomous and ADAS innovations into production-ready, compliant, and commercially scalable vehicles, tailored to APAC's diverse regulatory, operational, and market realities," said Somesh Sadasivam, Senior Research Analyst at Frost & Sullivan. Guided by a long-term growth strategy focused on digital innovation, strategic partnerships, and customer-centric collaboration, Tata Technologies demonstrates its ability to adapt and lead in a rapidly evolving mobility landscape. The company's strategic agility and sustained investment in AI-enabled engineering and system-level integration have enabled it to scale effectively across APAC and global markets. Innovation remains central to Tata Technologies' approach. Its comprehensive suite of end-to-end engineering services addresses the full spectrum of autonomous vehicle
Jun 8, 2026 · via prnewswire.com
Tata Technologies Receives Frost & Sullivan's 2026 Asia-Pacific Company of the Year Recognition for Excellence in End-to-End Autonomous Vehicle Solutions Recognized for innovation, market leadership, and customer-centric execution in advancing scalable autonomous and ADAS engineering across APAC SAN ANTONIO, June 8, 2026 /PRNewswire/ -- Frost & Sullivan is pleased to announce that Tata Technologies has received the 2026 Asia-Pacific Company of the Year Recognition in the End-to-End Solutions for Autonomous Vehicles industry for its outstanding achievements in innovation, strategy execution, and customer impact. This recognition highlights Tata Technologies' consistent leadership in driving measurable outcomes, strengthening its market position, and delivering customer-centric innovation in an evolving competitive landscape. Frost & Sullivan evaluates companies through a rigorous benchmarking process across two core dimensions: strategy effectiveness and strategy execution. Tata Technologies excels in both, demonstrating its ability to align strategic initiatives with market demand while executing them with efficiency, consistency, and scale. "While many regional service providers concentrate on isolated domains such as software development, simulation, or ADAS feature tuning, Tata Technologies distinguishes itself through a full-vehicle, lifecycle-oriented engineering model that spans concept, system architecture, validation, industrialization, and post-launch support. This system-level, platform-driven approach enables OEMs to translate autonomous and ADAS innovations into production-ready, compliant, and commercially scalable vehicles, tailored to APAC's diverse regulatory, operational, and market realities," said Somesh Sadasivam, Senior Research Analyst at Frost & Sullivan. Guided by a long-term growth strategy focused on digital innovation, strategic partnerships, and customer-centric collaboration, Tata Technologies demonstrates its ability to adapt and lead in a rapidly evolving mobility landscape. The company's strategic agility and sustained investment in AI-enabled engineering and system-level integration have enabled it to scale effectively across APAC and global markets. Innovation remains central to Tata Technologies' approach. Its comprehensive suite of end-to-end engineering services addresses the full spectrum of autonomous vehicle
Jun 8, 2026 · via prnewswire.co.uk
ROCHESTER, Mich. – The future of autonomous systems and cutting-edge robotics was on full display last weekend, as university student teams from all over the world joined scientists and engineers from the U.S. Army Ground Vehicle Systems Center at Oakland University for the 33rd annual Intelligent Ground Vehicle Competition (IGVC). For more than three decades, this international contest has challenged students to design, build, and test autonomous vehicles, pitting their custom robotics against real-world constraints and rigorous performance standards.The competition serves as an important venue for exposing future engineers to the challenges and opportunities associated with autonomous ground systems. The technologies demonstrated at IGVC align closely with the Army’s growing focus on autonomy, as autonomous and semi-autonomous vehicles extend reach, reduce Soldier risk and accelerate operational tempo. The competition also highlights advances in robotics that support both the Army’s adoption of autonomy and the integration of innovative industry solutions into the Army’s autonomy environment. Each year, this unique competition brings together academia, government and metro Detroit’s automotive industry. This year’s event featured 33 teams from six different countries. Bernard Theisen, GVSC Ground Vehicle Robotics chief technology officer, has been a central figure at IGVC for more than 25 years. After many years as a judge and now serving as a co-chair, he said GVSC plays a major role in developing the constraints of the competition. “We help inform the rules based on what the military needs are and help shape the challenges,” Theisen said. The competition spanned four days, during which teams presented and tested their vehicles in a series of events that included a highly technical Design Challenge, an Autonomous Navigation (AutoNav) course, and Self-Drive performance challenges. Prizes were awarded for the top teams in each category, as well as best performance by a rookie team, and best overall
Jun 8, 2026 · via army.mil
Microsoft recently announced major pricing changes for GitHub Copilot — changes that were drastic enough that a Reddit user said their company has started calling it the Tokenpocalypse. On the latest episode of TechCrunch’s Equity podcast, Kirsten Korosec, Sean O’Kane, and I discussed what those changes might mean for the larger AI ecosystem. After all, as Anthropic and other big AI companies plan to go public, leading to awkward questions about profitability, we’re likely to see similar price increases for other AI products, and more usage restrictions as businesses try to keep costs under control. “Can these AI labs collapse that cost [and] progress the tech enough in a way that it eventually meets in the middle with customers’ appetite for spending?” Sean wondered. Kirsten, meanwhile, suggested that this also reflects “how quickly things are moving.” In just a few months, companies became obsessed with “tokenmaxxing,” then turned against it due to the high costs. So as AI companies write their IPO filings, she asked, “How do you even write these risks in, because they are evolving before our eyes?” Keep reading for a preview of our conversation, edited for length and clarity. Anthony: When we were planning for this, Sean, you called this the Tokenpocalypse. And I want to hear more about what you think about it, but there was an example of Microsoft deciding with GitHub Copilot that they’re going to start charging more per token [instead of a flat rate]. This whole ecosystem is heavily, heavily subsidized by investor money. And so stuff that seems like it has no cost is, in fact, incredibly expensive. And now we’re going to get to a point where more of that cost is going to get passed on to the end consumer, to the customer. How is that going to
Jun 8, 2026 · via techcrunch.com
Calterah has launched two millimetre-wave (mmWave) radar chips for automotive safety and a new ultra-wideband (UWB) radar platform, unveiled at Calterah Day on 5 June 2026. The launches address regulatory pressure as Euro NCAP raises its 2026 active safety bar and China advances draft standards for advanced driver assistance systems (ADAS) and autonomous emergency braking. The Kunlun-Pro is a 5T4R mmWave system-on-chip (SoC) with a 10 times more powerful signal processor and improved noise performance over existing 4T4R products. The Andes-Pro is what Calterah describes as the world’s first 6T6R ADAS radar SoC, achieving a 200 m detection range for weak targets and one-degree azimuth resolution, scalable to a 12T12R cascaded imaging radar configuration. The UWB platform centres on the CAL1106AQ, what Calterah claims is the world’s first 2T4R UWB SoC compliant with IEEE 802.15.4ab Sensing and certified to FiRa 4.0. The chip underpins development suites for child presence detection and parking assist; Calterah says both exceed conventional UWB capability. As of Q1 2026, the company has shipped over 30 million mmWave chips, powering models from more than 30 OEMs. In a statement, Dr Jiashu Chen, Founder and Chief Executive of Calterah, said: “Combining mmWave and UWB technologies creates a seamless, safe, and intelligent driving experience—from car locating, unlocking, and assisted driving, to automated parking, car locking, child presence detection, and intrusion alerts.” Source: PR Newswire
Jun 8, 2026 · via automotiveworld.com
Gasgoo Munich- Dongfeng Automobile Co., Ltd. unveiled its new autonomous freight mobility brand, Dongfeng OpenVAN, at a global launch event in Xiangyang, Hubei Province, on June 6, introducing four driverless logistics vehicles developed in partnership with autonomous driving specialist Zelos. Image source: Zelos Dongfeng said the lineup represents the first city-focused autonomous cargo vehicle series launched by a commercial vehicle manufacturer, underscoring a growing trend of collaboration between established vehicle makers and self-driving technology companies. According to the company, the OpenVAN name combines the concepts of openness and intelligent transportation. "Open" reflects an open technology platform, manufacturing capability and partnership ecosystem, while "VAN" represents a mobile logistics unit. The brand positions itself as a provider of intelligent freight solutions with ambitions to become a global leader in autonomous logistics while promoting safer transportation, more efficient delivery operations and lower-emission urban mobility. Image source: Zelos The initial product portfolio spans a broad range of logistics applications. The DF-2 offers a cargo volume of 2 cubic meters, a payload capacity of 1 tonne and a driving range of 120 kilometers, targeting last-mile delivery, road inspection and light sanitation operations. The DF-8 provides 8 cubic meters of cargo space, a payload of 2.8 tonnes and a range of 150 to 195 kilometers, making it suitable for retail distribution and cold-chain transportation. The DF-25 delivers 25 cubic meters of cargo capacity, a 4-tonne payload and a range of 300 kilometers, positioning it as an alternative for 4.2-meter light-duty truck applications. At the top of the range, the DF-60 features 60 cubic meters of cargo volume, a payload capacity of 13.6 tonnes and a range of 200 kilometers, covering freight scenarios typically served by 9- to 12-meter commercial trucks. Together, the four models are designed to support logistics operations ranging from last-mile delivery to trunk
Jun 8, 2026 · via autonews.gasgoo.com
XPeng releases predictive world model X-Foresight to improve autonomous driving decision-making capability
On June 2, XPeng announced that the company recently released X-Foresight, a vision-action causal prediction network realized via predictive world modeling.
X-Foresight directly integrates world modeling into the VLA architecture for autonomous driving. By jointly forecasting future visual frames and driving maneuver....
X-Foresight directly integrates world modeling into the VLA architecture for autonomous driving. By jointly forecasting future visual frames and driving maneuver....
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Jun 8, 2026 · via marklines.com
Murata Manufacturing said it has begun mass production of a new automotive capacitor designed to help automakers cope with shrinking circuit-board space as electrification, advanced driver-assistance systems, and autonomous driving expand worldwide. The part...
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Jun 8, 2026 · via digitimes.com
Honeywell International Inc. High-performance FOG & RLG IMUs According to the latest IndexBox report on the global Inertial Measurement Units market, the market enters 2026 with broader demand fundamentals, more disciplined procurement behavior, and a more regionally diversified supply architecture. The global Inertial Measurement Units (IMUs) market is entering a transformative decade, with demand projected to accelerate through 2035 as autonomous systems, defense modernization, and industrial automation converge. IMUs, which integrate accelerometers, gyroscopes, and often magnetometers to measure specific force and angular rate, are critical for navigation, stabilization, and motion tracking where GPS is unavailable or unreliable. The market spans MEMS-based, fiber optic gyro (FOG), and ring laser gyro (RLG) technologies across tactical, navigation, and consumer grades. Historically anchored in aerospace and defense, the market is now expanding into commercial domains including autonomous vehicles, robotics, consumer electronics, and precision agriculture. This shift is driven by declining MEMS sensor costs, improved performance, and miniaturization, enabling high-volume applications. The competitive landscape is fragmenting as traditional defense contractors face pressure from agile MEMS-focused firms. Defense programs remain a stable demand anchor, but the highest growth rates are anticipated in automotive autonomy, unmanned aerial vehicles (UAVs), and industrial robotics. Regional dynamics vary: Asia-Pacific leads in production and consumer electronics adoption, while North America and Europe dominate high-grade defense and aerospace demand. The forecast period 2026-2035 sees sustained growth, with the market index rising from 100 in 2025 to a projected level reflecting robust expansion. Key demand drivers include autonomous vehicle deployment, UAV proliferation, industrial robot adoption, defense spending, consumer electronics integration, marine navigation upgrades, and virtual reality systems. Restraints include high development costs for navigation-grade u The baseline scenario for the Inertial Measurement Units market from 2026 to 2035 points to steady expansion, underpinned by structural demand shifts across multiple end-use sectors. The market
Jun 7, 2026 · via indexbox.io
Tesla showcases autonomous driving with San Francisco to Palo Alto round trip A Tesla completed an 81-mile Bay Area round trip without any human intervention, marking a milestone for the company's robotaxi ambitions. A Tesla just drove itself from San Francisco to Palo Alto and back. No human touched the wheel. The 81-mile round trip took roughly 2 hours and 20 minutes, and it’s the kind of real-world demonstration that shifts the autonomous driving conversation from “someday” to “soon.” The trip was completed using Tesla’s Full Self-Driving Beta version 10.69.25.2, navigating one of the most complex driving corridors in the country. The San Francisco-to-Palo Alto stretch includes highway merges, dense urban intersections, and the kind of unpredictable Bay Area traffic that makes even human drivers sweat. What the trip actually proves While Waymo relies on a fleet of purpose-built vehicles loaded with lidar sensors and operating in pre-mapped geofenced zones, Tesla is trying to achieve autonomy using cameras and AI on cars that consumers already own. In English: Tesla wants every car it sells to eventually drive itself, not just a specialized fleet in a few cities. The successful round trip is backed by a growing library of user-generated videos documenting FSD’s ability to handle Bay Area routes without intervention. Historical FSD demonstrations include a Palo Alto-to-San Francisco trip completed in under 90 minutes and even a cross-state journey from San Francisco to Los Angeles back in 2020. The robotaxi roadmap and regulatory reality Tesla began limited robotaxi operations in the San Francisco Bay Area around mid-2025. The fleet size is estimated to surpass 100 vehicles by early 2026. The company has also communicated plans to regulators for ride-hailing expansions targeting airport pickups in San Francisco, San Jose, and Oakland. California regulations currently require safety drivers to be present during
Jun 7, 2026 · via cryptobriefing.com
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Jun 7, 2026 · via mysanantonio.com
Ferrari is willing to build an electric car. It is not willing to build a car that takes the driver out of the experience. That is the clearest message behind CEO Benedetto Vigna's latest comments on autonomy. As much of the auto industry continues to develop systems that take more control away from the person behind the wheel, Ferrari is drawing a line around one of its oldest promises. Even after revealing its first fully electric model, the Luce, the Italian brand says its future will still be built around the driver. Technology can make a Ferrari faster, sharper, safer, or more usable, but it cannot replace the person controlling the car. That stance fits the brand's identity. Ferrari has always sold more than speed, price, or engineering. It has sold the connection between a driver, a machine, and a road. The Luce Changes The Powertrain, Not Ferrari's Core Promise The reveal of the Luce has created strong debate among car fans. For many traditional buyers, a fully electric Ferrari represents a major shift from the brand's history of high-revving gasoline engines. Ferrari sees it differently. The company is presenting the Luce as another expression of the brand, not as a replacement for everything that came before it. That distinction matters. Ferrari is not treating electrification as a single road every future model must follow. Its latest long-term plan points to a 2030 lineup split between combustion models, hybrids, and fully electric cars. The Luce gives Ferrari a place in the electric ultra-luxury market. At the same time, it does not erase the role of V6, V8, V12, and hybrid performance cars in Maranello's future. Ferrari Wants Buyers To Choose The Experience Ferrari's strategy is built around powertrain variety. The company wants customers to choose different types of cars depending
Jun 7, 2026 · via autos.yahoo.com
Former Tesla labelers reveal FSD failures endangering pedestrians and animals Former Tesla labelers describe raw dashcam footage showing animals hit and near misses with children, raising urgent questions about FSD safety and company claims. Based on data from Reuters In a Utah office, hundreds of Tesla employees are carefully reviewing video footage gathered by cars using their Full Self-Driving (FSD) feature. Some clips show the cars hitting cats, dogs, or deer, as well as other, more common crash scenarios. Sometimes they don’t brake before a collision. The cars frequently accelerate. And occasionally workers see near-collisions with children playing in the street. They are known as “data labelers” – they train Tesla’s driver-assistance AI system. They label examples of successful and unsuccessful driving behavior and pass issues on to engineers working on improving the system. Tesla CEO Elon Musk says that FSD will soon make all of the company’s cars fully autonomous. Yet interviews with nine former data labelers and a former autonomous driving engineer reveal that the technology has continued to struggle with basic maneuvers in recent months – such as avoiding emergency vehicles or stopping for school buses that are loading or unloading students. Despite such dangerous shortcomings, Musk and other executives are increasingly pressing for the safety of FSD, while promoting public demonstrations of full autonomy for investors. Among these demonstrations is the robotaxi pilot in Austin, Texas, launched last June with partial human supervision in the cars and remote monitoring by an operator. Inside Tesla, as these events drew closer, workers put in long hours mapping routes and training software to respond to specific hazards in order to make the self-driving technology seem more “workable” to the public, according to former employees. They noted that such labor-intensive measures cannot be scaled to a broad rollout. These efforts,
Jun 7, 2026 · via mezha.net
When Ferrari publicly declared its position on autonomous driving technology and its commitment to combustion engines, the response split along predictable lines. Some analysts questioned whether the company was being strategically shortsighted. Enthusiasts largely cheered. And somewhere in between those reactions lies an important truth about what luxury automakers owe their customers — and what the automotive world risks losing. We covered Ferrari's stance on self-driving tech and gas engines when the news broke, but it's worth examining what this decision actually means at a deeper level — not just for Ferrari customers, but for everyone who cares about the future of driving. What Ferrari Actually Said Ferrari's position is essentially this: autonomous driving technology has no place in a Ferrari because it fundamentally contradicts the purpose of the product. Ferrari builds cars for drivers. The entire value proposition of a Ferrari is the experience of controlling it — the mechanical communication, the demand for skill, the emotional response it produces. Hand that over to a computer and you have an expensive transportation appliance, not a Ferrari. On the combustion engine question, Ferrari's position is similarly grounded in product identity. The sound and character of a Ferrari's engine is a defining part of the ownership experience. The company has committed to developing hybrid systems that enhance rather than replace the combustion engine, and to ensuring that whatever electric components enter their vehicles, the fundamental character of the driving experience is preserved. Why This Position Makes Sense for Ferrari Ferrari occupies a unique position in the market. The company is not trying to sell millions of units. Its entire business model depends on scarcity, exclusivity, and the perception that ownership of a Ferrari is meaningful in a way that ownership of most vehicles is not. Diluting the driving experience to conform
Jun 7, 2026 · via autos.yahoo.com