The most important thing in regarding Fiat’s development of the Fiat Mio (translated: ‘My Fiat”), the world’s first ever open source car, is not the participation of the crowd itself, but the fact that, for the first time, the auto industry initiated the endeavor as an open source project and release it for everybody under the Creative Commons license.
Fiat’s choice resulted in an open forum and marked a move to an approach for automobile production that is normally dominated by a culture of secrecy. How revolutionary and subversive was the adoption of this approach? The specification of the Mio is now available for anyone to see -- an open work that challenges the traditions of automobile manufacture.
So when the customer experience begins with the design of a car and not just the ownership experience and the role of the manufacturer becomes the orchestrator amongst customers and engineering teams, what impact does that have on the value of the brand in a world of open source knowledge? Is the brand enhanced or devalued?