Porsche puts the iPhone in its pocket, self-driving tech in the trash
Porsche has a certain image that holds high prestige for those who like straightaways and sharp lefts and are rich enough to look stunning steering that wheel. Those who are rich enough to look stunning while not steering a wheel would rather see a self-driving car come around.
The luxury auto brand is not and will not go for that demography. Porsche CEO Oliver Bume said to a German newspaper:
One wants to drive a Porsche by oneself […] An iPhone belongs in your pocket, not on the road.
Of course, in the luxury automobile category, there is a difference between performance drivers and people who look for statement pieces or comfort amenities. Porsche is, however, planning on debuting a hybrid edition of its 911 model possibly as early as 2018.