Local Motors: Designed by the Crowd, Built by the Customer (TN)
Citation:
Norton, Michael. "Local Motors: Designed by the Crowd, Built by the Customer (TN)." Harvard Business School Teaching Note 513-088, March 2013. View Details|
Case HBS Case Collection February 2010 (Revised September 2011) Local Motors: Designed by the Crowd, Built by the Customer |
Abstract
In the wake of the meltdown among U.S. auto manufacturers in 2009, Jay Rogers, CEO of Local Motors, has a new approach for the automotive industry: decide which models are produced through online design competitions, and then allow customers to "build their own cars" from the winning designs. The case focuses on two key issues: Can Local Motors build a thriving online design community at a reasonable cost? And can customers be convinced to add their own sweat and labor to the manufacturing process? The case is written from the perspective of a start-up company seeking funding while trying to implement a novel business concept.
Keywords: Business Startups; Customer Focus and Relationships; Collaborative Innovation and Invention; Product Design; Product Development; Creativity; Social and Collaborative Networks; Customization and Personalization; Auto Industry; Manufacturing Industry; United States;
Citation:
Norton, Michael I., and Jeremy Dann. "Local Motors: Designed by the Crowd, Built by the Customer." Harvard Business School Case 510-062, February 2010. (Revised September 2011.)
