Cadillac can go toe-to-toe with Silicon Valley giants like Apple and Google on creating future automobile technology, the president of the luxury car firm told CNBC on Tuesday, as he revealed a new shared car ownership product.
Google has been working on driverless car technology while Apple was rumored to be interested in jumping into the auto space too. Both have their own in-car operating systems as well. Earlier this year, Alphabet-owned Google partnered with Fiat Chrysler to develop self-driving minivan prototypes.
Johan de Nysschen, president of Cadillac, told CNBC he would not rule out partnerships with any of these firms, but the luxury carmaker is able to develop its own high-quality technology capabilities in house, he said.
"I think that in the future there may indeed be a market for autonomous driving enabled vehicles that provide transportation from A to B, but that's not the market Cadillac is in. We are a luxury brand we want to offer all of the benefits but we want to do it in an emotionally engaging way," De Nysschen told CNBC in an interview at the Web Summit technology conference in Lisbon.
"I know it sounds like a bold claim, but we know as much about connectivity and autonomous driving and technologies as any of the companies in Silicon Valley, we also know a lot more about integrating these into automobiles and we also know a lot more about developing and manufacturing automobiles. Which I think still gives us a very strong competitive position."