FIAT MIO - GPU Technology Conference

GTC
NVIDIA GPU
TECHNOLOGY CONFERENCE
SAN JOSÉ,
18 -21.03.2013
Peter Fassbender
Design Center Fiat Latam
20 Novembre, 2010
SCHEDULE
CUSTOMERS VIEW OF COMPUTER GRAPHIC USE IN
AUTOMOTIVE INDUSTRIE
•
•
•
DESIGN CENTER FIAT LATAM IN BRAZIL
•
ACTIVITY
•
VIRTUAL VISUALIZATION
DESIGN DRIVEN INNOVATION: THINKING LIKE A DESIGNER
FIAT MIO – OPEN SOURCE DEVELOPMENT
•
THE PROJECT
•
THE INSIGHTS
FIRST AND ONLY DESIGN CENTER FIAT
OUTSIDE ITALY
THE GROUP IN SOUTH AMERICA
SETE LAGOAS
VENEZUELA
FIAT BRAZIL OFFICE
LIGHT AND HEAVY TRUCKS
LIGHT COMMERCIALS
NOVA LIMA
ADMINISTRATIVE SERVICES
LIGHT AND HEAVY TRUCKS
CONTAGEM
DIESEL ENGINES
CONSTRUCTION MACHINES
LAVRAS
AUTOMOTIVE LIGHTING
SUSPENSION SYSTEMS
BETIM
PIRACICABA (SP)
AUTOMOBILES AND LIGHT
COMMERCIALS
SUGAR CANE
COMBINE
HARVESTERS
METAL CASTING COMPONENTS
SUSPENSION SYSTEMS
CURITIBA/CAMPO LARGO (PR)
TRACTORS, COMBINE HARVESTERS
AND GEARBOX
SYSTEM OF INDUSTRIAL PRODUCTION
AND ADMINISTRATION
ENGINES
ENGINES AND GEARBOXES
MAINTENANCE
SOROCABA (SP)
CÓRDOBA
TRACTORS AND REPOSITION PIECES
TRUCKS
BUENOS AIRES
HORTOLÂNDIA/SANTO ANDRÉ (SP)
AUTOMOBILES
ENGINES
EXHAUST PIPES
DISTRIBUITION
SUSPENSION SYSTEMS, MOTOR
CONTROL, ELECTRONICS
BELO HORIZONTE
BELO
HORIZONTE – MINAS GERAIS
BELO HORIZONTE
BELO
– MINAS GERAIS
MINASHORIZONTE
GERAIS
BELO
HORIZONTE – MINAS GERAIS
BRAZIL
BELO
– MINAS GERAIS
CAPIMHORIZONTE
DOURADO
CAPIM DOURADO
CAPIM DOURADO
ROGÉRIO LIMA
www.afabricabolsas.com/
1001 RETALHOS
www.1001retalhos.com.br
BELO
HORIZONTE
– MINAS GERAIS
IRMÃOS
CAMPANA
BANCO VITÕRIA REGIA, 2002
www.campanas.com.br
BELO
HORIZONTE
– MINAS GERAIS
IRMÃOS
CAMPANA
FAVELA. EDRA, 1991
VERMELHA, AZUL, VERDE. EDRA, 1993 -1998
www.campanas.com.br
IRMÃOS CAMPANA
www.campanas.com.br
BELO
HORIZONTE
– MINAS GERAIS
IRMÃOS
CAMPANA
CORALLO, EDRA, 2003
www.campanas.com.br
MELISSA
BELO HORIZONTE – MINAS GERAIS
FIAT AUTOMÓVEIS LATAM
DESIGN ACTIVITY
Design Center Fiat LATIN AMERICA - LATAM
BELO HORIZONTE – MINAS GERAIS
FIAT PALIO STATIONWAGON ADVENTURE
BELO HORIZONTE – MINAS GERAIS
FIAT DOBLÓ ADVENTURE
BELO HORIZONTE – MINAS GERAIS
FIAT NEW UNO
BELO HORIZONTE – MINAS GERAIS
FIAT NEW UNO
BELO HORIZONTE – MINAS GERAIS
FIAT NEW UNO – SW MAYA, RAY TRACING
WITH NVIDIA GPU
BELO HORIZONTE – MINAS GERAIS
FIAT NEW UNO – SW MAYA, RAY TRACING
WITH NVIDIA GPU
BELO HORIZONTE – MINAS GERAIS
FIAT NEW UNO – SW MAYA, RAY TRACING
WITH NVIDIA GPU
BELO HORIZONTE – MINAS
FIAT NEW UNO
GERAIS
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.
BELO HORIZONTE – MINAS GERAIS
FIAT NEW UNO ECOLOGY
BELO HORIZONTE – MINAS GERAIS
FIAT NEW UNO ECOLOGY
Bagaço de cana de
açúcar como
reforçador dos
plásticos (em
substituição à fibra de
vidro)
Fibra de coco e
látex substituindo
a espuma dos
bancos
Couro a base de látex no
volante e pomos de
alavancas
BELO HORIZONTE – MINAS GERAIS
FIAT NEW UNO ECOLOGY
BELO HORIZONTE – MINAS GERAIS
FIAT NEW UNO ECOLOGY
BELO HORIZONTE – MINAS GERAIS
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
BELO HORIZONTE – MINAS
2 DESIGN AWARDS IN 2012
GERAIS
• 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
BELO HORIZONTE – MINAS
CONCEPT CARS SÃO PAULO 2006/2008
GERAIS
FCC I - 2006
FCC II - 2008
BELO HORIZONTE – MINAS
CONCEPT CARS SÃO PAULO 2010
GERAIS
UNO CABRIO - 2010
FCC III – 2010
(FIAT MIO)
BELO HORIZONTE – MINAS GERAIS
OUR DESIGN
DESIGN IS NOT ONLY SHAPE OR
FORM-GIVING.
BELO HORIZONTE – MINAS GERAIS
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.
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS
NEW CONSUMER BEHAVIOR
GERAIS
WHAT YOU`VE BEEN
USED TO DO BEFORE
YOU CAME HOME
WHAT YOU ARE USED
TO DO WHEN YOU
COME HOME TODAY.
MEIOS DIGITAIS
BELO HORIZONTE – MINAS GERAIS
YOUR COMPANY IN MASS MEDIA
BELO HORIZONTE – MINAS GERAIS
YOUR COMPANY IN MASS MEDIA
FIAT PUNTO: COMERCIAL DE
LANÇAMENTO 2007
BELO HORIZONTE – MINAS GERAIS
CROWD SOURCING
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
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
FIAT INVITES YOU
TO CREATE THE
CAR OF THE
FUTURE (FCCIII).
THE NEXT
GENERATIONS
WAY OF TRANSPORT.
FIAT MIO
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:
THE CAR OF THE FUTURE
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
IN THE FUTURE, WHAT SHOULD A
CAR HAVE IN ORDER TO LET ME
CALL IT MINE, AND ALSO SERVE
THE OTHERS?
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
PUT YOUR IDEAS
AND
JOIN THE
DISCUSSION!
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
As idéias apresentadas nos
surpreenderam tanto pela criatividade
quanto pelo detalhamento técnico...
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
THE BRIEF:
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
EMAILS
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
Adds
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
Facebook
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
Twitter
BELO ORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
RESULTS (ago/09 a set/10)
+ 10 mil
IDEIAS POSTADAS
+ 11 mil
COMENTÁRIOS
+ 17 mil
CADASTRADOS
+ 2,3
milhões
VISITANTES ÚNICOS
+ 17 mil
USUÁRIOS FACEBOOK
+ 2 mil
SEGUIDORES TWITTER
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
Visit in Fiat – Houser MIO
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
“One of the most
innovative ideas in the
last 12 months”
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
Linha Precision
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
Linha Sense
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
COMO SERÃO AS PORTAS DO FCC-III?
408 COMENTÁRIOS
RESULTADO: ABERTURA
INVERSA
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
QUAL ESQUEMA DE CORES VOCÊ QUER
VER NO FIAT MIO?
235 COMENTÁRIOS
RESULTADO: CARROCERIA
BICOLOR
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
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?
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
WE FOUND OUT THAT THE SUCCESS OF MIO
PROJECT WAS:
- THE CHANGE OF OPINION OF THE CLIENT
ABOUT THE FIAT COMPANY.
-WE INVITED TO SHARE A DREAM (CREATE
YOUR CAR).
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
QUESTIONARY WITH 1685 ANSWERS.
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
20 PERSONAL INTERVIEWS;
30 DIGITAL INTERVIEWS
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
“TODAY IT’S DIFFICULT TO TALK ABOUT THE
IMPORTANCE OF INTERNET, BECAUSE IT’S
DIFFICULT TO CUT THE INTERNET OUT OF
YOUR LIVE”.
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
THE TRIGGER WAS THE CHANCE TO BUILD A
CAR WITH FIAT.
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
WHAT WAS INSPIRING FOR YOU?
28%: SUGGEST IDEAS FOT THE FUTURE
22%: PARTICIPATE ON A UNIQUE PROJECT
11%: HELP TO CREATE A BETTER WORLD
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
“ I CHANGED A LOT MY OPINION ABOUT FIAT,
BECAUSE THEY ARE WORRIED ABOUT THE
FINAL CONSUMER, BECAUSE THERE WAS
EVERY KIND OF PEOPLE AND CLASSES, AND
THEY LISTENED TO EVERYBODY.”
BELO HORIZONTE – MINAS GERAIS
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.”
BELO– MINAS GERAIS
FIAT MIO PROJECT
“ WHAT I LIKED MORE
WAS THE FEELING TO
BE HEARED, THAT
WAS FANTASTIC.”
“ I JUST WANTED TO
EXPOSE AN IDEA, NA
OPPINION. I DIDN`T
KNOW THAT THIS
COULD CREATE SO
MANY IDEAS.”
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
“ IN BRAZIL WE DON`T
HAVE THE HABIT TO
LISTEN TO THE
CONSUMER, THAT
FACT THAT HE IS
ALWAYS RIGHT,
DOESN`T EXIST.
THIS IS A HISTORICAL
MOMENT WHICH
SHOULD SERVE AS
AN EXAMPLE TO
FOLLOW FOR OTHER
COMPANIES.”
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
77% MENTIONED THAT THE FIAT IMAGE
IMPROVED AFTER THE MIO PROJECT.
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
EVEN AFTER THE CAR SHOW THE PARTICIPANTS
CONTINUE TO ACCESS THE SITE.
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
LAST ACCESS ON THE SITE WWW.FIATMIO.CC
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
“ I WANT TO THANK FOR THIS INTERFACE FIAT
GAVE,THIS AFFECTION, THIS ATTENTION.
OBVIOUSLY, IF THERE WOULD BE ANOTHER
PROJECT I WOULD PARTICIPATE. I’M
GRATEFUL FOR THE OPPORTUNITY TO BE
HEARED.”
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
IMPORTANT TO KEEP YOUR PROMISE.
BELO HORIZONTE – MINAS GERAIS
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.”
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
- IDEAS NOT CONSIDERATED.
- THE CAR WASN’T REALIZED AS A ‘RUNNER’.
- IDEAS NOT CREDITED TO THEIR AUTORS.
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
-
“...BRAZILIAN LOOKS WITH THE 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.”
BELO HORIZONTE – MINAS GERAIS
FIAT MIO PROJECT
TO BE PERFECT IT SHOULD BE EVEN MORE
INTERACTIV AND TRANSPARENT (MORE DIALOGUES)
.
BELO HORIZONTE – MINAS GERAIS
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.
BELO HORIZONTE – MINAS GERAIS
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!!!.”
BELO HORIZONTE – MINAS GERAIS
CONCLUSION
•
VIRTUAL VISUALIZATION IS AN IMPORTANT PART IN
COMMUNICATING THE PRODUCT DEVELOPMENT, IT CANNOT BE
GOOD AND FAST ENOUGH
•
THINKING LIKE A DESIGNER: EVERYBODY IS A DESIGNER IN IT`S
OWN BUSINESS TO IMPROVE LIFE OF OUR COSTUMERS
•
FIAT MIO – OPEN SOURCE DEVELOPMENT:
TODAY AND IN THE FUTURE NO COMPANY CANNOT IGNORE
ANYMORE THE NEED TO BE IN CONTACT WITH IT`S CONSUMERS,
THE OPEN SOURCE DEVELOPMENT IS PERHAPS ONE OF THE
MOST INTENSE POSSIBILITIES IN THIS DIRECTION.
FIAT MIO PROJECT
THANK YOU!
PETER FASSBENDER
[email protected]
@pfassbe