GTC NVIDIA GPU Technology Conference · Peter Fassbender Design Center Fiat Latam 20 Novembre, 2010...

Peter Fassbender

Design Center Fiat Latam

20 Novembre, 2010

GTC

NVIDIA GPU Technology

Conference

San José,

18 -21.03.2013

22-09-2011

Agenda

Crowd Sourcing in the automotive business

• Design Center Fiat LATAM in Brazil

• Fiat Mio

• The project

• The insights

First and only Design Center Fiat outside Italy

THE GROUP IN SOUTH AMERICA

TRACTORS AND REPOSITION PIECES

SOROCABA (SP)

SUSPENSION SYSTEMS, MOTOR

CONTROL, ELECTRONICS

HORTOLÂNDIA/SANTO ANDRÉ (SP)

SUSPENSION SYSTEMS

LAVRAS

DIESEL ENGINES

LIGHT COMMERCIALS

LIGHT AND HEAVY TRUCKS

SETE LAGOAS

SYSTEM OF INDUSTRIAL PRODUCTION

AND ADMINISTRATION

SUSPENSION SYSTEMS

METAL CASTING COMPONENTS

ENGINES AND GEARBOXES

AUTOMOBILES AND LIGHT

COMMERCIALS

BETIM

FIAT BRAZIL OFFICE

NOVA LIMA

ADMINISTRATIVE SERVICES CONTAGEM

AUTOMOTIVE LIGHTING

CONSTRUCTION MACHINES

SUGAR CANE

COMBINE

HARVESTERS

PIRACICABA (SP)

TRUCKS

CÓRDOBA

ENGINES

EXHAUST PIPES

AUTOMOBILES

BUENOS AIRES

DISTRIBUITION

TRACTORS, COMBINE HARVESTERS

AND GEARBOX

CURITIBA/CAMPO LARGO (PR)

ENGINES

MAINTENANCE

LIGHT AND HEAVY TRUCKS

VENEZUELA

Belo Horizonte

BELO HORIZONTE – MINAS GERAIS

Belo Horizonte


Minas Gerais


Brazil


Capim Dourado

Rogério Lima

www.afabricabolsas.com/

1001 Retalhos

www.1001retalhos.com.br


BANCO VITÕRIA REGIA, 2002

www.campanas.com.br

Irmãos Campana


Irmãos Campana

www.campanas.com.br

VERMELHA, AZUL, VERDE. EDRA, 1993 -1998

FAVELA. EDRA, 1991

Irmãos Campana

www.campanas.com.br


Irmãos Campana

www.campanas.com.br

CORALLO, EDRA, 2003

MELISSA


DESIGN ACTIVITY

Design Center Fiat LATIN AMERICA - LATAM

Fiat Automóveis Latam


Fiat Palio Stationwagon Adventure


Fiat Dobló Adventure


Fiat New Uno


Fiat New Uno

Carsale - As mais recentes enquetes eletrônicas do

Carsale tiveram a Fiat como o centro das atenções. A

que lançou a pergunta Você gostou do visual do novo

Fiat Uno? ficou no ar entre os dias 9 de junho e 3 de

agosto e registrou 12.465 votos. A grande maioria dos

cliques aprovaram o design do compacto. Foram

11.445 votos a favor e 1.025, contra.


Fiat New Uno Ecology


Fiat New Uno

Fibra de coco e

látex substituindo

a espuma dos

bancos

Bagaço de cana de

açúcar como

reforçador dos

plásticos (em

substituição à fibra de

vidro)

Couro a base de látex no

volante e pomos de

alavancas


Fiat New Uno Ecology


13 Design Awards in 2011

•IDEA BRASILE: GOLD AWARD FOR NEW UNO

•IDEA BRASILE: BEST PRODUCT OF THE YEAR NEW UNO

•IDEA BRASILE: GOLD AWARD IN SUSTAINABILITY FOR NEW UNO ECOLOGY

•IDEA BRASILE: BEST IN RESEARCH FOR NEW UNO ECOLOGY

•IDEA BRASILE: GOLD AWARD IN ESTRATEGIC DESIGN FOR FIAT MIO

•IDEA BRASILE: BEST IN INNOVATION FOR FIAT MIO

•INTERNATIONAL DESIGN AWARD IN ESTRATEGIC DESIGN FOR FIAT MIO FROM

ISDA (UNITED STATES) IN NEW YORK.

•TOP DESIGN BRAZIL: DESIGN AWARD , CATEGORY ‘INNOVATION’ FOR FIAT MIO

•TOP DESIGN BRAZIL: BEST IN CATEGORY ‘INNOVATION’ FOR FIAT MIO

•TOP DESIGN BRAZIL: DESIGN AWARD , CATEGORY ‘COMPANY’ FOR FIAT

AUTOMÓVEIS

•TOP DESIGN BRAZIL: BEST IN CATEGORY ‘COMPANY’ FOR FIAT AUTOMÓVEIS

•CASA MUSEU BRASIL: 2° PLACE IN TRANSPORTATION DESIGN FOR NEW UNO

•CASA MUSEU BRASIL: 1° PLACE IN PROTOTYPES FOR TRANSPORTATION

DESIGN FOR FIAT MIO


2 Design Awards in 2012

• BID Bienal Iberoamericana de Diseño: Mención en el Premio BID12/Cosentino “Diseño y

sostenibilidad” al proyecto Fiat Uno Ecology

• Brasil Design Awards 2012 - Associação Brasileira de Empresas de Design:

EMPRESA DE DESIGN DO ANO 2012 FOR FIAT AUTOMÓVEIS


Concept Cars São Paulo 2006/2008

FCC I - 2006

FCC II - 2008


Opportunity Design

DESIGN IS NOT ONLY SHAPE OR

FORM-GIVING.


Opportunity Design

DESIGN IS THE CREATION OF

PRODUCTS AND SERVICES TO

IMPROVE THE LIVE OF CLIENTS.

THE DEVELOPMENT IS NOT ABOUT

THE PRODUCT BUT ABOUT THE USER

EXPERIENCE.


Opportunity Design

DENISE ELER


Fiat Mio Project


New Consumer Behavior

O que você fazia antes

quando chegava em casa

O que você faz hoje

quando chega em casa

meios digitais


Your Company in Mass Media


FIAT PUNTO: COMERCIAL DE LANÇAMENTO 2007

Your Company in Mass Media


Google-Gründer Sergey Brin (r.) und Larry Page (M.) mit Elektroauto: Warum sind

Autos nicht Open Source?Kurz: Autofirmen machen nichts von dem, was Vordenker

aus Produktentwicklung und Marketing predigen. "Warum sind Autos nicht Open

Source?", fragt etwa Felix Kramer, Gründer von Calcars.org und Besitzer eines

der ersten an der Steckdose aufladbaren Autos der Welt. Warum können Autofirmen

die technischen Informationen zu ihren Produkten nicht ins Netz stellen, so wie

es Google, Linux und andere seit Jahren tun? Die Pkw-Hersteller müssten "den

Designprozess öffnen und ihn transparent und kollaborativ gestalten", fordert

der Tech-Experte Jeff Jarvis in seinem Buch

"What would Google do?". Kontrollfreaks und Hermetiker

Für die Autohersteller sind derlei Gedanken Teufelszeug. Argumente gegen größere

Offenheit haben sie zuhauf. Das ist kein Wunder; schließlich hat die Branche

Hermetik zu ihrem Geschäftsprinzip erklärt. Alles ist stets streng geheim -

Prototypen bekommen bei Abstimmungsfahrten groteske Aufbauten verpasst, damit ja

kein Bild des Fahrzeugs an die Öffentlichkeit gelangt. Informationen für die

Medien sind mit teils absurden Sperrfristen versehen. Und die seit einem

Jahrzehnt bestehenden Fan-Communitys im Web seien vielen Autoherstellern "immer

noch nicht geheuer, glaubt etwa Tom Kedor, Geschäftsführer von Motor-Talk.de.

Kein Wunder - da kann man keine direkte Kontrolle ausüben.

Spiegel Online

Crowd Sourcing


FIAT INVITES YOU

TO CREATE THE

CAR OF THE

FUTURE (FCCIII). THE NEXT

GENERATIONS

WAY OF TRANSPORT.

Fiat Mio Project

CONSUMERS CAN PARTICIPATE BY

THE INTERNET, ON THIS

COLLABORATIVE INITIATIVE WHERE

IDEAS AND SUGGESTIONS WILL BE

PROPOSED, DISCUSSED AND

ARTICULATED ON THE IDEALIZATION

OF A NEW CAR:

FIAT MIO

THE CAR OF THE FUTURE

Fiat Mio Project


Fiat Mio Project

IN THE FUTURE, WHAT SHOULD A

CAR HAVE IN ORDER TO LET ME

CALL IT MINE, AND ALSO SERVE

THE OTHERS?


PUT YOUR IDEAS

AND

JOIN THE

DISCUSSION!

Fiat Mio Project

Fiat Mio Project


FIAT CONCEPT DESIGN - FCCIII

ESPECIFICAÇÃO CREATIVE COMMONS PROJETANDO

O CARRO DO FUTURO

BRIEFING

CONCEPT CAR

UM EXERCÍCIO SOBRE O

NOSSO FUTURO

PERGUNTA-CHAVE

IDÉIAS PARA O CARRO DO FUTURO

2009 2010

PROTÓTIPO FCCIII

Fiat Mio Project


Fiat Mio Project

As idéias apresentadas nos

surpreenderam tanto pela criatividade

quanto pelo detalhamento técnico...


Fiat Mio Project


Fiat Mio Project

THE BRIEF:


Fiat Mio Project


Fiat Mio Project

EMAILS


Fiat Mio Project

Adds


Fiat Mio Project

Facebook


Fiat Mio Project

Twitter


Fiat Mio Project

+ 10 mil IDEIAS POSTADAS

+ 17 mil CADASTRADOS

+ 2,3

milhões VISITANTES ÚNICOS

RESULTS (ago/09 a set/10)

+ 11 mil COMENTÁRIOS

+ 17 mil USUÁRIOS FACEBOOK

+ 2 mil SEGUIDORES TWITTER


Fiat Mio Project

Visit in Fiat – House MIO


Fiat Mio Project

“One of the most innovative ideas in the last 12 months”


Fiat Mio Project


Fiat Mio Project

Linha Precision


Fiat Mio Project

Linha Sense


Fiat Mio Project


Fiat Mio Project

Como serão as portas do FCC-III?

408 comentários Resultado: Abertura inversa


Fiat Mio Project


Fiat Mio Project

Qual esquema de cores você quer ver no Fiat Mio?

235 comentários Resultado: Carroceria bicolor


Fiat Mio Project


Fiat Mio Project

We found out that the concept MIO wasn’t

understood totally:

-The Mio finished with the presentation of

the model at the Motor Show?

- The shown car is the Mio?


Fiat Mio Project

We found out that the success of Mio Project was:

- The change of oppinion of the client about the

Fiat company.

-We invited to share a dream (create your car).


Fiat Mio Project


Fiat Mio Project

Questionary with 1685 answers.


Fiat Mio Project

20 personal interviews;

30 digital interviews


Fiat Mio Project


Fiat Mio Project

“Today it’s difficult to talk about the importance

of internet, because it’s difficult to split the

internet from our live”.


Fiat Mio Project


Fiat Mio Project

The trigger was the chance to build a car with

Fiat.


Fiat Mio Project

What was inspiring for you?


Fiat Mio Project

“ I changed a lot my oppinion about Fiat, because

they are worried about the final consumer,

because there was every kind of people and

classes, and they listened to everybody.”


Fiat Mio Project

“ I think it was a extremely innovative project.It

didn’t show only courage, innovation and

pioneering, it showed that Fiat is interested. I

think that car makers should follow this example

and show that they are interested in their client.”


Fiat Mio Project


Fiat Mio Project

77% said that the Fiat image improved after the

Mio Project.


Fiat Mio Project

Even after the car show the participants continue

to access the site.


Fiat Mio Project

Last access on the site www.fiatmio.cc


Fiat Mio Project

“ I want to thank for this iniciative Fiat gave,this

affection, this attention. Obviously, if there would

be another project I would participate. I’m

grateful for the opportunity to be heard.”


Fiat Mio Project

Important to keep your promise.


Fiat Mio Project

- “... how will they make all these ideas work?

But i think Fiat found a proposal....”

- “...nobody thought that this platform would be

applied in the car show.”


Fiat Mio Project


Fiat Mio Project

- Ideas not considerated.

- The car wasn’t realized as a ‘runner’.

- Ideas not credited to their autors.


Fiat Mio Project

- “...brazilian looks with hands, right? ...for me it’s missing

the second part.”

- “...they could have used more ideas.”

- “...the feedback wasn’t clear. It seemed that Fiat listened

but doesn’t give feedback.”


Fiat Mio Project

To be perfect it should be even more interactiv

and transparent (more dialogues) .


Fiat Mio Project

The project showed an open behaviour of the

brand.

Mio opened a channel of communication, how it

should be used by every company in Brazil.


Fiat Mio Project

“...what really mattered is this community, this

family we are creating for the development of

Mio, which shouldn’t be called MIO, but, yes,

OURS!!!.”


Film

“One day in Mio’s life”

Fiat Mio Project

Thank you!

Peter Fassbender

[email protected]

@pfassbe>
mailto:[email protected]

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