Peter Adriaens, John Helveston.

“It’s analogous to the 1990s and computers. The Intel Inside thing. It’s the same thing now where the [tech] companies are saying it’s the tech inside the car not the chassis.”

Peter Adriaens, professor at University of Michigan’s Ross School of Business, explains that automotive companies are trying to position themselves more as technology companies, and that it is no surprise that technology companies like Apple are taking over to develop EVs.
forbes.com

“We found that, on average, American consumers are only willing to purchase a pure electric vehicle if it costs $10,000 to $20,000 less than an otherwise equivalent gasoline vehicle, depending on its range and recharging capabilities.”

Ph.D. student John Helveston is the co-author of a new study by the Carnegie Mellon University that says that Chinese customers are more willing to adopt electric cars than U.S. drivers, even if the price is higher. The main selling points are sufficient range and recharging capabilities.
cmu.edu