This spring Fiat Chrysler CEO Sergio Marchionne called out the auto industry for the staggering amount of money it wastes in the design and manufacture of cars. His solution is based on classic business principles: consolidate and eliminate redundancy. Local Motors CEO Jay Rogers perceives the same challenge, but he's attacking it from a completely different direction. For Rogers, the problem stems not from business organization but from the fact that we still build cars the same way we did in 1915, on assembly lines with thousands of individual parts.