Fiat’s crowdsourcing project involved more than seventeen thousand people from diverse countries for more than 15 months. The company engaged in dialogue that comprised car professionals, laypersons, and experts. The project obtained more than ten thousand ideas and more comments that were adopted to create a model car through a cooperative process. Both the firm and the participants collaborated in developing the automobile to represent a new model that would be showcased at the car show to see the response of the customers to lively models for possible commercial manufacture.
The company used the concepts provided by the crowd-sourced participants to design a creative automobile. The contributors were nurtured and given instructions from the experience. Fiat Mio, or “My Fiat,” was merely an archetype of what was to be the actual innovation, which was merely a map of the aspirations of clients, and several of the new constituents, which could eventually be incorporated into a brand novel vehicle to be sold.
Benefits of the Crowdsourcing Experience
Benefits to the Company
Fiat Brazil intended to develop a car alongside internet users by combining concepts and ideas. Fiat expected to gain from the collaboration by attaining two objectives i.e. developing a product and interacting with consumers. The employees of Fiat could gain from the experience in that it would change their way of working at the company. Even though the project was initially developed to be a minor undertaking, which would only involve some car fanatics within the company, the entire firm gained from this process while it gained momentum, modifying the objective of the firm from a peripheral to a core concern. The concepts together with the combination of applications and utilities were beneficial, original, and helpful in the eyes of the experts.
The inspirational posts given by the crowd stimulated contribution, thereby enhancing the delivery of more accurate concepts. Another critical advantage gained by Fiat Brazil being a crowdsourcing organization was the exploitation of the project as an effective tool for promoting and managing the relationship with its clients for a longer period via the undertakings of inspiring, attracting and collecting category of lay individuals, customers, and eventually some experts from the company through a strategized plan.
The connection between the company and contributors furthermore motivated the deliberations of the common and developed ideas that were important for the firm executives for reconsidering some of their individual organizational routines, processes, and paradigms. Most importantly, the association ultimately ensured the company acquired knowledge on efficient communication with individuals while integrating their information. The company furthermore obtained new links, mechanisms, and synapses of working would have never been possible if the company worked without the participants.
Benefit to Contributors
The Fiat Mio project provided meaningful benefits to the contributors through its emphasis on the idea that the users would develop the sense that they co-owned the “Fiat Mio” with the company. In addition, the interaction between the parties also addressed the needs of the Internet operators’ comprising providing interaction and ultimately giving them the acknowledgment of the worth of their ideas. Clearly, the internet association between engineers and Fiat experts and laypersons (crowdsourced participants) provided many other causes apart from merely giving meaningful contact sessions. Most critically, the plan developed valuable content, which assisted in enhancing the users’ subjectivity.
Furthermore, the platform lessened the cognitive fascination of the customers. Thus, the process eliminated the cognitive elements in the customers’ minds, which frustrated the generation of well-reasoned ideas. As a result, the customers improved in their activities such as those entailing reminiscence, problem-solving, and generating innovative ideas. Expert professionals experience similar experiences. The contributors in the project also gained from the possibility of operating outside the firm. Most importantly, the experience enabled the participants to gain by developing networks, which made them gain acknowledgment depending on their level of contributions.
The Real Fiat Innovation
Fiat Brazil’s project was anticipated to design the FCC III model to be showcased at Sao Paulo’s 2010 Auto exhibition. In that year, the firm had showcased its first FCC I, which was created by the company’s Style Center crew. The second demonstration- the FCC was shown at the Sao Paulo Auto Show later. In pursuit of the third design (FCC III), one of the firm’s directors documented was inspired to involve online participants to create the prototype.
The project began with the modest approach of engaging contributors to develop a present model vehicle, and it progressed via several phases, which resulted in the prototype’s launching. At the entire moment, both the firm and the users knew well that the design of automobile could not be developed or promoted for business motives. In addition, the archetypal of the car proposed was expensive to design with the likelihood that it was not going to be driven. The progress was to implement a 3D representation of a concept.
Despite the model serving as an illustration of a concept, which revitalized the project was evidence that the management of the design through a collaborative web-founded opportunity was likely with the assistance of the numerous Internet contributors. Therefore, being a car manufacturing company, Fiat anticipated modernizing and using real new ideas in its approach to developing new cars. Many car producers would most likely start with initiating an idea, developing it, building and designing prototypes, testing them, and obtaining feedback. This would be followed by establishing a novel prototype, and to be tested again.
This kind of process is often repetitive until the firm is ready to produce and vend the finished commodity to possible customers. Originally, the model was expected to be a mere representation that could encompass several car enthusiasts from the company but quickly gained pace and turned from a peripheral matter to a core issue at the company. As a demonstration, the automobile was only a map of the actual invention. The actual innovation that was to be generated from the customer’s aspirations and expert’s traits, could be ultimately assimilated into cars for commercial sale.
In conclusion, the crowdsourcing project by Fiat Brazil entailed the collaboration of numerous online users coming from different states to establish a prototype (FCC III), which would be showcased at the annual Sao Paulo motor show. The company alongside the internet contributors both participated in establishing the car to represent a new design. The project was beneficial to both the company and the participants in different respects. Ultimately, the model was just a demonstration of what was expected to be a real creation. In essence, the prototype could not be driven but used for pure demonstration purposes.
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