CASE ANALYSIS: FIAT MIO: THE PROJECT THAT EMBRACED OPEN INNOVATION, CROWDSOURCING AND CREATIVE COMMONS IN THE AUTOMOTIVE INDUSTRY Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

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Case Analysis: Fiat Mio: The project that Embraced open innovation, Crowdsourcing and Creative commons in the Automotive Industry Case Solution

1 Introduction

Fiat was an Italian branded car manufacturer working all over the Europe, as well asit had a brand recognition for branded cars in the whole Europe and was considered as the pioneer in Italy.Mergers, alliances and partnerships of the company would be counted inimitable resources of the company as, the mergers, partnerships and alliances of the company have spread across the world, which would give the firm sustainable competitive advantage by adding substantial value to the company’s primary value chain

Moreover, the international strategy of the company is great since, the joint ventures and strategic alliances of the company have been found in many parts of the world. The company’s international business is spread around America, Russia, India, Pakistan, Italy, and France. On the other hand, the firm has around 130,000 employees spread across the world. However, the company is the ninth largest car maker and the largest in Italy. Lastly, the company has many brands, which have been associated with it and these brands include Ferrari, Chrysler, and Maserati etc.

2 Problem Statement

The main problem mentioned and discussed in the case is that Brazil was facing numerous traffic problems. This is because this region is densely populated and the city sees almost 700 new cars a day, which represents a huge target market for automotive industry. However, the people were looking for an innovative car which will require less space, fuel consumption and less time for stuck in the traffic. Nonetheless, Fiat Group was introduced the world’s first concept and crowd sourced car, which enabled the people to customize and design it as per their desire. In this study, the analyst will try to find and discuss the possible ways to solve the discussed problems.

3 Fiat Mio

Fiat Mio is a concept car which was introduces by the Fiat group automobiles however, the car was created on the initiative of Centro Stile Fiat in Italy and Brazil. In addition, the company’s Brazil division was working for last 30 years and for this division, the Fiat Mio is the first concept car which was introduced, designed and manufactured by crowd sourcing.

Apart from that, the company created and generated the concept of Fiat Mio through the collection of ideas through internet, market surveys and questionnaires and etc.On the other hand, Fiat Mio was the first car which was registered under the creative common license. Furthermore, the car was presented at the Motor Show in Sao Paulo in 2010.

The idea was followed by an official website and web portal where the project stakeholder posted their ideas which were evaluated by other users. Afterwards, the users commented on the idea and give suggestions to the stakeholders to improve the design or anything else.Furthermore, by ensuring the user safety, security and other factors, Fiat developed a viable prototype that was jointly by the company engineers.

Moreover, all the content of the project was free and users were invited to share their ideas, suggestions and recommendations which were necessary and important to be incorporated by the company in the end product.

The auto show took place in October 2010 when Fiat launched the world’s first concept and crowd sourced car named as Fiat Mio. However, it has been discussed earlier that the car was launched by the idea of thousands of people around the world.................

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