Cars are gonna be commoditiesIt may make more sense for the cars themselves to be owned by someone with a big balance sheet - a GE Capital, if you like - that owns hundreds or thousands or cars with an optimised financial structure, rather than individual drivers getting their own leases. That in turn means that the cars get bought the way Hertz buys cars, or - critically - the way corporate PCs get bought. In this world what matters is ROI and a check-list of features, not flair, design, innovation or fit and finish. The US car-rental companies account for around 15% of the US industry's output, and some models are specifically designed with this market in mind. They're not the cool ones. That poses a challenge for Apple, and indeed Tesla. If the users are not the buyers, the retracting door handles or diamond-cut chamfers don't matter.