“While they are heralded as a disruptor, what are they really offering but journeys, conveyance from A to B,” said Johan de Nysschen. “I see a future where the disruptors, too, may themselves become disrupted. Because car companies can offer far more than a car and an app or a trip across town.”
De Nysschen was very clear, nothing about Uber impresses him.
“There’s nothing that a mobile app taxi service can do, for example, that we cannot do,” he said. “By the way, we’ve also already done the hard part by developing the technology and creating the cars.”
He spoke of shaping the vehicle ownership model of the future.
“Once we break the paradigm of viewing car ownership as something that is very formally contractual and attached to one physical car then we can enrich the customer’s life by adding the dimensions of flexibility,” de Nysschen said. “For example one day you may want a sports car. The next day you may need a large SUV. We envision a future in which we will deliver the Cadillac you desire to your doorstep.”
This sounds quite a bit like mobility services that have been around for years, dating to Zipcar — founded in 1999. Car2go is seven years old, and Uber is six.
Can Cadillac really catch up and disrupt the disruptors by offering services similar to those that have existed for years? That’ll take a lot of pixie dust.