Car design is often shaped by focus groups and 'clinics' that rely on feedback from a small sample of people. Volkswagen is trying a more direct approach with its Chinese customers through the 'People's Car Project' (PCP) platform.
The goal is to engage with the 450 million internet users in China. The project taps into a demand for interactive web content and 'inspires them for Volkswagen'. People can suggest ideas for discussion, upload images and videos.
Volkswagen's Director of Marketing, Luca de Meo, described the People's Car Project as the most innovative dialogue platform ever. It was launched in China, which is VW's 'largest and most important' market. There are plans to extend the concept to other regions.
The process is described as 'building cars not only for but with people'. PCP gives Volkswagen a valuable insight into the requirements of Chinese customers.
The People's Car Project is scheduled to run for one year. You can check out the site at
www.zaoche.cn although the site is in Chinese...
John Lambert - 26 May 2011