Jumpstart Automotive Group

As GM and Chrysler continue to emerge from bankruptcy, the question remains, how will they find competitive strengths in the current marketplace? GM, in particular, is riding a wave of positive sentiment in the social media realm, but the majority of chatter is directed at the company, not necessarily their products. While many industry enthusiasts are seemingly beginning to believe in the “new GM,” the same excitement is not shared for the new Chevy Malibu.

To remedy this perception gap, GM can take a page from one of the software industry’s most powerful innovation tools: open source. Open-source programs are developed by groups of experts, enthusiasts and influencers who collaborate on pressing challenges with a joint passion for developing better solutions. Bringing together developers from all sides of the industry, the open source community finds power and unbridled innovation in ways traditional software teams aren’t capable of. And better yet, through their investment comes brand allegiance: the more companies invite open source communities into product development, the more these influencers evangelize their brands.

GM has started to embrace this concept with baby steps. Recently, the automotive manufacturer launched “The Lab“. The new site is designed as a portal to share information about upcoming designs, technologies, and products, allowing registered users to give feedback and influence the process. A good first step, but it feels like an honest marketing attempt at best.

GM is also finding power in listening – recently announcing canceled plans for a new Buick luxury SUV based on consumer feedback both in-person and via Twitter. For the first time, a social network has influenced product decisions at a national OEM level.

This is a great start — but more can be done. GM and Chrysler, along with others, can leverage already-assembled audiences of automotive experts who would jump at the opportunity to engage with these brands as they consider their next phase. These influencers can be reached through communities like Car and Driver, Road & Track, Jalopnik, and other social networks. By tapping into these resources in their own environment, the opportunity becomes more genuine and less likely to appear as another marketing exercise.