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  • Pieter B.J. Ijzerman

There Will Be Blood — Peter Mertens, Former Head of Audi R&D: “We All Did Sleep”

Tesla changed the rules of the auto business, and, with it, everything. They did that with a tool that is called software. Read the full article here.

To counter the challenger, the incumbent auto industry activated what it is best at, its supplier base. Automakers asked their thousands of suppliers if they could develop something similar, and the suppliers confirmed convincingly, “yes, we can,” without knowing what they just committed to. 10 years later, the largest and best R&D department in the auto industry has revealed vehicles that are nowhere near the 2012 Tesla Model S.


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