Abstract
In the second automotive century, the automotive demand across Europe, the US, Japan, and Taiwan has mostly matured. Too much capacity, and never satisfied demand for fresh and differentiated vehicles have eroded profit margins for many original equipment manufacturers (OEMs). Carmakers were adopting the strategies focus on the traditional ways to differentiate vehicles – via attributes. But these differentiators are less powerful than they were. Every automotive company should select the right strategy to survive and succeed in this competitive environment. Mass customization is an important new business paradigm in industry that made individual customized vehicle to match customer’s unique needs with reasonable prices, higher quality and faster delivery. The thesis – The Study of Mass Customization in Automotive Industry aims at studying relevant technologies and methodologies towards the objectives of mass customization. We suggest a system procedure of pursuing mass customization in automotive industry. We should adopt push/pull and postponement strategies as our fundamental guidelines toward mass customization. According to the principles of push/pull system and postponement, take further investigation and analysis of in vehicle design, production process, and customer requirements. Creating vehicle specification and configuration based on speculate customer needs which within manufacture’s domain. Customer configuring a vehicle with features and options he/she wants, and then initiates activities to customized a specific vehicle for customer.