People's Car Project - the Volkswagen of the future
Around 470 million people in China are online and actively use the internet. They network extensively via social platforms, blog and post their own content online. However, it is not only the Internet that is booming in China, but also the automotive market (+10 percent in 2012) and offers good prospects for the future. Two ideal conditions for the German car manufacturer Volkswagen to become involved in the country of the future in a special way.
Unfortunately for the rest of the world, it is extremely problematic, if not almost impossible, to pronounce the brand name correctly. But who, if not the citizens of the mighty People's Republic of China, should be able to identify with a word like Volkswagen? The Wolfsburg-based manufacturer needed a project that was not only accessible to everyone, but also understandable: the German car manufacturer developed an online crowd-sourcing platform called the People's Car Project (PCP). On the social media platform they created, www.zaoche. cn (meaning "to build a car"), anyone could put together their own virtual dream car as they wished.
On the one hand, this project helped Volkswagen to understand the preferences, needs and requirements of Chinese customers and, on the other, to maintain a secure position in the market. The desire of the Chinese for individual automobile design seemed to be great, as the People's Car Project exceeded all expectations. After just eleven months, the website had 33 million visitors. And that's not all: over 119,000 different concept ideas were submitted.
But which of these innovations are feasible and which are useless? The proposals submitted were first and foremost evaluated by the community and then by a number of experts. Three of the vehicle and technology concepts designed by users on an online platform and further developed by Volkswagen were presented at "Auto China 2012" in Beijing. How can we imagine a virtual self-built car? One thing is clear: if the Chinese have their way, wheels are superfluous. This is demonstrated by the so-called "hover car", a floating two-seater that could travel emission-free over electromagnetic road networks. This futuristic vehicle, which is more reminiscent of a vehicle from a science fiction film, not only caught my eye, but also attracted the greatest attention from the public and experts.
People's Car Project, is it all just a pipe dream or serious ideas for the mobility of tomorrow? It remains to be seen how high the chances are of a "hover car" floating through our cities in the future. The fact is that Volkswagen's aim of giving its brand an innovative and emotional touch with this project has undoubtedly been achieved. In addition, the project, which was originally only planned to run for one year, has been extended indefinitely thanks to its great success.
Manuel P. Nappo, Director of Studies CAS Social Media, Management HWZ University of Applied Sciences in Business Administration Zurich. www.fh-hwz.ch/smm
