In the wake of the crisis among U.S. automakers in 2009, Jay Rogers - Director General of Local Motors - a new approach for the automotive industry: Decide what models are made through online design competitions, and then allow customers to "build your own car" with a win structures. The case focuses on two key questions: Can Local Motors build a thriving online community of design at a reasonable price? A customer can be sure to add your own sweat and labor in the production process? The case is written from the point of view of a start-up company looking for funding, trying to implement a new business concept. "Hide
by Mikhail Norton, Jeremy B. Dunn Source: Harvard Business School 21 pages. Publication Date: February 19, 2010. Prod. #: 510062-PDF-ENG
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