MCPC 2007

Alexander Lang, Manager Innovation and Market Strategy at the German Automotive supplier Webasto, was speaker at the MCPC 2007.

Mr. Lang presented the idea of integrating end customers into the automotive innovation process by letting them generate individual ideas. He explained how this measure reduces the product development risk as the automotive industry is challenged by a growing emancipation of the end consumer and fast changing customer demand. His presentation shared first concepts, insights in the development phase, planed benefits and challenges of this end customer driven approach.