Actually, I think there's a huge opportunity for the incumbent car manufacturers there. Considering how much identification many consumers have with their car brands, this could work out well (maybe even better) if it were only compatible with cars from the same manufacturer.

I mean, you could do a retrofit kit for regular cars, too... but that seems harder to get exactly right (I mean, considering the cost of a fuckup) and would require a bunch of new marketing infrastructure, whereas if Ford, say, just bought peloton and said "hey, make this work across our model lines" - well, that'd be a pretty good argument for buying a ford.