gtc nvidia gpu technology conference · peter fassbender design center fiat latam 20 novembre, 2010...
TRANSCRIPT
-
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
-
BELO HORIZONTE – MINAS GERAIS
Minas Gerais
-
BELO HORIZONTE – MINAS GERAIS
Brazil
-
BELO HORIZONTE – MINAS GERAIS
Capim Dourado
-
Capim Dourado
-
Capim Dourado
-
Rogério Lima
www.afabricabolsas.com/
-
1001 Retalhos
www.1001retalhos.com.br
-
BELO HORIZONTE – MINAS GERAIS
BANCO VITÕRIA REGIA, 2002
www.campanas.com.br
Irmãos Campana
-
BELO HORIZONTE – MINAS GERAIS
Irmãos Campana
www.campanas.com.br
VERMELHA, AZUL, VERDE. EDRA, 1993 -1998
FAVELA. EDRA, 1991
-
Irmãos Campana
www.campanas.com.br
-
BELO HORIZONTE – MINAS GERAIS
Irmãos Campana
www.campanas.com.br
CORALLO, EDRA, 2003
MELISSA
-
BELO HORIZONTE – MINAS GERAIS
DESIGN ACTIVITY
Design Center Fiat LATIN AMERICA - LATAM
Fiat Automóveis 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
-
BELO HORIZONTE – MINAS GERAIS
Fiat New Uno
-
BELO HORIZONTE – MINAS GERAIS
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
-
BELO HORIZONTE – MINAS GERAIS
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
-
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 GERAIS
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
-
BELO HORIZONTE – MINAS GERAIS
Concept Cars São Paulo 2006/2008
FCC I - 2006
FCC II - 2008
-
BELO HORIZONTE – MINAS GERAIS
Opportunity 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
Opportunity Design
DENISE ELER
-
BELO HORIZONTE – MINAS GERAIS
Fiat Mio Project
-
BELO HORIZONTE – MINAS GERAIS
New Consumer Behavior
O que você fazia antes
quando chegava em casa
O que você faz hoje
quando chega em casa
meios digitais
-
BELO HORIZONTE – MINAS GERAIS
Your Company in Mass Media
-
BELO HORIZONTE – MINAS GERAIS
FIAT PUNTO: COMERCIAL DE LANÇAMENTO 2007
Your Company in Mass Media
-
BELO HORIZONTE – MINAS GERAIS
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
-
BELO HORIZONTE – MINAS GERAIS
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
-
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
PUT YOUR IDEAS
AND
JOIN THE
DISCUSSION!
Fiat Mio Project
-
Fiat Mio Project
-
BELO HORIZONTE – MINAS GERAIS
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
-
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 HORIZONTE – MINAS GERAIS
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
-
BELO HORIZONTE – MINAS GERAIS
Fiat Mio Project
Visit in Fiat – House 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
-
BELO 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 oppinion of the client about the
Fiat company.
-We invited to share a dream (create your car).
-
BELO HORIZONTE – MINAS GERAIS
Fiat Mio Project
-
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 split the
internet from our 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?
-
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.”
-
BELO HORIZONTE – MINAS GERAIS
Fiat Mio Project
-
BELO HORIZONTE – MINAS GERAIS
Fiat Mio Project
77% said 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 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.”
-
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 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
Film
“One day in Mio’s life”
-
Fiat Mio Project
Thank you!
Peter Fassbender
@pfassbe>
mailto:[email protected]