Here’s an idea: why not simply ask the public what they want in a car? Focus groups are one thing, but Volkswagen is taking this concept to extremes with its newly launched People’s Car Project. The ostensible goal of the project is to solicit advice from some of China’s 450 million internet users; advise that will shape a new model for the Chinese domestic market.
Dubbed “mass manufacturing” by Volkswagen, the Orwellian-sounding project will run for one year and gather Chinese consumers’ input in the form of text, images and film through the Zaoche website. There will also be competitions where users can vote for their favourite designs, and prizes will be handed out to the best. If proven successful, the same idea could be implemented in other regions as well.
Volkswagen’s Marketing Guru Luca de Meo describes it thusly:
“Volkswagen has set out to create the most innovative dialog platform ever with the ‘People’s Car Project’. With PCP we are listening very carefully to what our customers have to say and are building cars not only for, but also with people.”
It’ll be interesting to see what comes out of this project, though I’d be surprised if it results in a car that’s both a) positively reviewed and b) becomes a big seller. Remember that for every Beetle and 2CV there’s a Trabant or a Yugo parked around the corner.
By Tristan Hankins
PHOTO GALLERY
