Marketing Currents - Business and Marketing Current Events

Hyundai says in early talks with Apple after electric vehicle tie-up report


South Korea’s Hyundai Motor Co said on Friday it was in early talks with Apple, after local media reported the firms were discussing an electric car and battery tie-up, sending Hyundai shares surging 25%.

The report comes weeks after Reuters reported that Apple was moving forward with self-driving car technology and was aiming to produce a passenger vehicle that could include its own breakthrough battery technology as early as 2024.

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Discussion Questions:

  1. What is partnership?
  2. Why would Apple want to partner with Hyundai?
  3. Why would Hyundai want to partner with Apple?
  4. What is innovation?
  5. How might this story represent an example of innovation?
  6. What is a stock? What is stock price?
  7. Why are stock prices important?
  8. According to this news story, how did the news that Apple could possibly be partnering with Hyundai on a self-driving vehicle impact Hyundai’s stock price?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.