technology, marke0ng, and the future of the car market Carl Benz Academy Nathan Garre:, PhD slides available on h:p://profgarre:.com Crea0ve Commons by-‐sa 2.0.
Why does an IT guy have something to say about cars?
How much code does this car have? Linux: 10m Windows: 50m Boeing 787 Avionics: 6.5m F-‐35 Avionics: 6m $10 per line of code Source: h:p://www.germancarforum.com/community/threads/modern-‐luxury-‐vehicles-‐claimed-‐to-‐feature-‐more-‐soXware-‐than-‐a-‐ﬁghter-‐jet.28387/ Source: h:p://spectrum.ieee.org/green-‐tech/advanced-‐cars/this-‐car-‐runs-‐on-‐code
SoXware has cost implica0ons • SoXware is Year Cost of Electronics 10-‐15% of 1970 5% electronics cost. 2005 15% • Half of warrantee Current Hybrids 45% costs involve Current Premium 35-‐40% electronics 2020 Gas 50% 2020 Hybrids 80% Source: h:p://spectrum.ieee.org/green-‐tech/advanced-‐cars/this-‐car-‐runs-‐on-‐code/0
Where do your customers go when they have problems? • Dealer? • Friends? • Internet / Youtube? • Q&A?
What is their mo0va0on? • Enable them to actualize themselves with your brand • Social goals – Admired – Adored – Respected
Consumer à Community 1. Social media means opening up the company brand to risk.
We paved the prairies, we deforested the hills We strip-‐mined our mountains, and sold ourselves for oil To bring you this beau0ful machine, so you can ﬁnally drive to see whats leX out of wilderness, and now that were here We cant get out of the car. America 2006 -‐ the ul0mate padded cell
Consumer à Community 1. Social media means opening up the company brand to risk. – Don’t suppress nega0ve feedback; learn from it 2. Shared ownership with consumer
Consumer à Community 1. Social media means opening up the company brand to risk. – Don’t suppress nega0ve feedback; learn from it 2. Shared ownership with consumer 3. Openness to republishing/re-‐using content – Fan page for Louis Vui:on – Louis Vui:on “Art of Travel”