Case Study: Magneti Marelli achieves global crowdsourced motorsport innovation with IdeaScale

Speeding Towards the Competitive Edge

Magneti Marelli, an Italian automotive systems supplier founded in 1919 with a global footprint of R&D centers and production units, needed to accelerate motorsport innovation by tapping external expertise and sparking creative ideas beyond its internal teams. The challenge was to build a collaborative channel that engaged engineers, students and enthusiasts to generate practical, race-ready concepts.

Working with Open Knowledge and IdeaScale, Magneti Marelli launched LapTime Club — an online innovation community supported by blogging, targeted digital campaigns, expert moderation, campus outreach and a hackathon. In the first six months the community attracted about 600 members (85% external), produced nearly 100 ideas, shortlisted 20 finalists and advanced two winning concepts for development (including a Google Glass integration and a race decision‑optimization method), while creating a lasting, more collaborative innovation mindset.

Magneti Marelli

Ilaria Baietti

Project Manager