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As the smart car market becomes bigger and fiercer, technology companies begin to consider integrating into the smart car market across the border. It was rumored that Apple, which entered the auto industry, might cooperate with Hyundai, but Hyundai refused because Hyundai worried that Apple would dilute the self-worth of the Hyundai brand and become a contract factory.

According to foreign media reports, since the beginning of this year, it has been rumored that Apple is looking for a partner to enter the automobile industry. It was initially rumored that Apple would work with Hyundai, and the two companies are expected to sign an agreement by March to start producing self-driving electric cars developed by Apple in 2024. Later, Hyundai clarified that Apple had held talks with a number of car companies, but only one of them emerged, and the plan failed to make a decision.

According to the report, what makes Hyundai difficult to determine is that Hyundai is unwilling to become a contract manufacturer of Apple Car (AAPL), which undermines the value of its own brand. Reuters also quoted Hyundai executives as saying Hyundai was upset about deciding how to move forward with the deal.

The executive said that they are considering whether it is a good thing or a bad thing to make cars for Apple, because Hyundai Motor Group is not a manufacturer that makes cars for other companies, and if it chooses to work with Apple, Hyundai will become a contract manufacturer of cars for Apple, after all, Apple has its own products, brands and technology. In the initial stage of the cooperation, this will enhance the brand image of Hyundai Motor Group through Apple's word of mouth, but in the long run, Hyundai will only become the empty shell of Apple cars, and the main core will be Apple's.

In response to this problem, it has also been revealed that Hyundai Motor will propose an alternative, which will be manufactured for Apple through the group's Kia Motor, which will be manufactured in the United States. However, it is not clear whether Apple will continue to trust Hyundai and thus continue to push forward negotiations with Hyundai.

Hyundai Motor, as the second largest company and the largest carmaker in South Korea, produces its own engines, transmissions and even self-produced steel under its vertically integrated supply chain. So Hyundai wants to focus on the development of its own brand.

As for Apple's entry into the auto industry, it prefers to make its own decisions from design to purchasing components such as frame, body, transmission and other components, and finally rely on carmakers for final assembly.

With the rapid development of intelligent cars, more and more traditional car companies hope to cooperate with technology giants to realize the scientific and technological transformation of models. For example, Geely, a Chinese brand, has established partnerships with Baidu and Faraday FF this year to cooperate with contract manufacturers to improve their intelligence. Throughout this, with the general trend of the new four modernizations of the industry, the major automobile manufacturers have chosen to stand with the Internet giants one after another.

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