FIAT MIO

GTC
NVIDIA GPU Technology
Conference
San José,
18 -21.03.2013
Peter Fassbender
Design Center Fiat Latam
20 Novembre, 2010
Agenda
Crowd Sourcing in the automotive business
•
•
Design Center Fiat LATAM in Brazil
Fiat Mio
•
The project
•
The insights
22-09-2011
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
HORIZONTE – MINAS GERAIS
Minas Gerais
BELO
Brazil HORIZONTE – MINAS GERAIS
BELO
– MINAS GERAIS
Capim HORIZONTE
Dourado
Capim Dourado
Capim Dourado
Rogério Lima
www.afabricabolsas.com/
1001 Retalhos
www.1001retalhos.com.br
BELO
– MINAS GERAIS
IrmãosHORIZONTE
Campana
BANCO VITÕRIA REGIA, 2002
www.campanas.com.br
BELO
– MINAS GERAIS
IrmãosHORIZONTE
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
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Fiat Palio Stationwagon Adventure
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Fiat Dobló Adventure
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Fiat New Uno
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Fiat New Uno
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Fiat New Uno
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Fiat New Uno
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Fiat New Uno
BELO HORIZONTE – MINAS GERAIS
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.
BELO HORIZONTE – MINAS GERAIS
Fiat New Uno Ecology
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Fiat New Uno
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
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Fiat New Uno Ecology
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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
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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
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Concept Cars São Paulo 2006/2008
FCC I - 2006
FCC II - 2008
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Opportunity Design
DESIGN IS NOT ONLY SHAPE OR
FORM-GIVING.
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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.
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Opportunity Design
DENISE ELER
BELO HORIZONTE – MINAS GERAIS
Fiat Mio Project
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New Consumer Behavior
O que você fazia antes
quando chegava em casa
O que você faz hoje
quando chega em casa
meios digitais
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Your Company in Mass Media
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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
2009
UM EXERCÍCIO
SOBRE O
NOSSO FUTURO
2010
PROJETANDO
O CARRO DO
FUTURO
IDÉIAS PARA O
CARRO DO
FUTURO
PERGUNTA-CHAVE
BRIEFING
CONCEPT CAR
FIAT CONCEPT
DESIGN - FCCIII
ESPECIFICAÇÃO
CREATIVE COMMONS
PROTÓTIPO
FCCIII
BELO HORIZONTE – MINAS GERAIS
Fiat Mio Project
As idéias apresentadas nos
surpreenderam tanto pela criatividade
quanto pelo detalhamento técnico...
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Fiat Mio Project
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Fiat Mio Project
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Fiat Mio Project
THE BRIEF:
BELO HORIZONTE – MINAS GERAIS
Fiat Mio Project
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Fiat Mio Project
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Fiat Mio Project
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Fiat Mio Project
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Fiat Mio Project
EMAILS
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Fiat Mio Project
Adds
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Fiat Mio Project
Facebook
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Fiat Mio Project
Twitter
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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 – House MIO
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Fiat Mio Project
“One of the most
innovative ideas in the
last 12 months”
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Fiat Mio Project
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Fiat Mio Project
Linha Precision
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Fiat Mio Project
Linha Sense
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Fiat Mio Project
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Fiat Mio Project
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Fiat Mio Project
Como serão as portas do FCC-III?
408 comentários
Resultado: Abertura inversa
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Fiat Mio Project
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Fiat Mio Project
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Fiat Mio Project
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Fiat Mio Project
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Fiat Mio Project
Qual esquema de cores você quer ver no Fiat
Mio?
235 comentários
Resultado: Carroceria bicolor
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Fiat Mio Project
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Fiat Mio Project
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Fiat Mio Project
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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 oppinion of the client about the
Fiat company.
-We invited to share a dream (create your car).
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Fiat Mio Project
BELO HORIZONTE – MINAS GERAIS
Fiat Mio Project
Questionary with 1685 answers.
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Fiat Mio Project
20 personal interviews;
30 digital interviews
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Fiat Mio Project
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Fiat Mio Project
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Fiat Mio Project
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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”.
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Fiat Mio Project
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Fiat Mio Project
The trigger was the chance to build a car with
Fiat.
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Fiat Mio Project
What was inspiring for you?
BELO HORIZONTE – MINAS GERAIS
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.”
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.”
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Fiat Mio Project
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Fiat Mio Project
77% said that the Fiat image improved after the
Mio Project.
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Fiat Mio Project
Even after the car show the participants continue
to access the site.
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Fiat Mio Project
Last access on the site www.fiatmio.cc
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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.”
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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.”
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Fiat Mio Project
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Fiat Mio Project
- Ideas not considerated.
- The car wasn’t realized as a ‘runner’.
- Ideas not credited to their autors.
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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.”
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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.
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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
Film
“One day in Mio’s life”
Fiat Mio Project
Thank you!
Peter Fassbender
[email protected]
@pfassbe>