All these aspects press the traditional automotive industry into a defensive situation. After all, designing and building cars is all they can do. In contrast, companies such Google have a broader set of options. Could, for instance, Audi build and run an internet search engine? Rather not. But could Google build - or better: have built - cars? Apparently yes. And we should not think that Google's capabilities just suffice to create such an endearing two-seater.
It looks like the world is becoming a tougher place for traditional carmakers.