The automotive industry's first Customer Advisory Board (CAB) has arrived. Thanks to Palo Alto, California-based Passenger, a technology company, which created the platform for Chrysler's CAB virtual forum. Goal: to invite 2000 consumers as well as Chrysler vehicle owners via a new consumer web site, which is being promoted via a Chrysler advertising campaign, according to a new article in Media Post.


Great idea, if you ask me. But I'm also wondering: With US automakers in trouble, is this effort a day late and a dollar short? While this effort is commendable, will it work?
What I mean is, wouldn't Chrysler, GM and Ford have been better off if they had gotten consumer input on the issues named in the article: "products, features, design, and fuel efficiency" all along? In the article, Chrysler spokeswoman Carrie McElwee takes pains to point out the difference between focus groups and the CAB concept: "We are looking for long-term members of the board, an ongoing relationship. . .The thing that makes this different from a focus group is that we will be able to talk to these people in an ongoing way, versus one time."
Passenger Chief Marketing & Innovation Officer, Justin Cooper: "At a time when consumers are actively avoiding marketing, brands are trying to figure out how to engage these people. While it contradicts traditional marketing, it offers a mutual value proposition."
In other words: consumers have direct access and input in products they are interested in and the companies get 'ongoing insight'. . .what Cooper refers to as ". . .ongoing–not episodic–conversation."
Really? Not to be negative, but didn't Chrysler entertain the idea of establishing "ongoing relationships" with consumers in the past? Maybe that's part of the problem, here. Maybe the idea of engaging interaction "in an ongoing way, versus one time", is now made possible due to modern technology. After all, 2000 consumers will be able to attend virtual board meetings and give their input.
Questions:
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Can Chrysler and the other major automakers make a strong comeback if they solicit ongoing feedback and input from US consumers?
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Will this make a difference at this point or is international competition too strong?
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Do you think Chrysler needs as many as 2000 virtual board members? Will it be helpful to have the input of so many consumers or will it result in confusion and cacophony?
I'd love to hear from you.