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REINVENTING THE CAR AS A SERVICE
©Mauro Forcolin 2009
BACKGROUND
The automobile industry has suffered severely in the
economic downturn
Part of the reason for this is that the auto makers failed to
innovate and provide the type of cars market wants
BUT many trend-watchers state people are buying less cars
in general
They are holding on to their current cars longer and looking for
alternatives to buying new ones
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©Mauro Forcolin 2009
PROPOSITION
Rather than selling cars, auto-makers should provide
“personal transport service” to it’s customers
Customers would not have to buy and “own” cars, to make
use of the car “service” and other related services
Customer will have control of a car, but not necessarily the
identical one over time.
Cars will be interchanged to optimise efficiency across the entire
fleet
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©Mauro Forcolin 2009
CURRENT STATE
There are many options to have ascess to a car service
without ownership
Leasing
Greenwheels
Carsharing.net
Etc.
BUT the car is always manufactured as an item to be owned
and then replaced for a new one
Efficiency is geared towards individual cars, not across the
designmanufactureservice process
Devaluation is still a hurdle to investment
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©Mauro Forcolin 2009
BUSINESS CHANGE
Cars no longer have to built and maintained as individual
items
Rather than repair, they can be replaced
Component parts are reused where most needed
Efficiency strategy across entire fleet rather than single car
“New” loses its meaning; cars can be “built” from parts taken
from those brought in for servicing
Auto-makers become “auto-assemblers”
Jobs will remain in both assembling and disassembling cars
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©Mauro Forcolin 2009
DESIGN FACTORS 1
Focus on inter-changeability and processes to optimise
assembly and disassembly
“assembly” & “disassembly” lines working together in factories
No need for entirely new models as changes can be introduced
gradually across the field
Engineers can accurately determine the lifetime of particular
parts
Cars can be assembled so that chance of failure across all car is
consistent
Lowers risk/cost of performing repairs when 1 thing fail while the rest
works fine
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©Mauro Forcolin 2009
DESIGN FACTORS 2
Particular cars/parts can be phased out prior to their failing
Once the statistical chance of failure is high enough, they can be
removed from the fleet
Knowing extent of component use and in which environment
are necessary to create an efficient system
Accurate and robust lifecycle of components must be maintained
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©Mauro Forcolin 2009
DESIGN FACTORS 3
Make as few things as possible distinguishable between
“new” & “used”
Interiors: as that is where users interact with the car & leave their
personal marks
Exterior paint/colour schemes – especially for government orgs &
companies
Keep “feels like new” sensation across all cars
Customers will not be attached to an “individual” car, so as long as
key features seem new, the rest won’t matter
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©Mauro Forcolin 2009
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©Mauro Forcolin 2009
PROCESS EVOLUTION
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©Mauro Forcolin 2009
KEY MARKETS
Local, State & Federal Governments
Have a requirement to reduce carbon footprint yet still need large
number of vehicles
No interest in maintaining fleets themselves
Environmentally-conscious consumers
Interested in the service quality & renewability rather than ownership
Rental & car-share schemes
Can focus providing service rather than fleet maintenance
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©Mauro Forcolin 2009
BUSINESS MODEL
Subscription payments which change depending on
extras
customisation: pay to keep exact interior or request a particular
car part (i.e. engine that belonged to a celebrity)
Leverage RFID technology imbedded in cars
Buy services in bulk to resell to customers
Parking, road tolls/reserved lanes, theft tracking, car insurance, etc.
Collect & sell customer habits for targeted advertising & services
Benefits & subsidies by reduced CO2 fleet & using
“green” manufacturing methods
Reduce number of “new” replacement parts that have to be
made
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©Mauro Forcolin 2009
BRANDING
A car that is constantly re-invented from it’s previous
existences
Symbolic of cyclical renewal & sustainability
Yet each incarnation can be special
Driven by a particular person or was part of a specific event can
add value/desire
Removable “car bling” you can take with you
More than just a car; rich services provide for all those
hassles associated to car driving
Focus is NOT on making having a car pleasurable, but on
forgetting one has a car at all
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Or the beginning…
if these ideas are put into practice
THE END