Rover’s Custom Order Process Revolutionized Car Manufacturing

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It’s not the three-day car, but it’s pretty damn close.

While U.S. and Japanese auto manufacturers struggle to achieve that perennial benchmark of agility, a small, U.K.-based car manufacturer is driving off with the goods–the promise of delivering a custom-order vehicle to a customer within 14 days (including five days’ ground-transit time).

Here’s a surprise: For the Rover Group Ltd., perfecting the customer end–rather than optimizing the shop floor–has been the route to agility.

Rover (a subsidiary of BMW of Germany) is out to take the sleaze out of the car-buying experience. Its revolutionary new PC-based sales and order-entry system lets customers bypass the disagreeable haggling process in favor of an enlightened exchange with sales “consultants.” With the aid of full-motion car-demo videos and online options and pricing information, the sales consultants empower buyers to choose the right vehicle with the right options at the right price.

As of the end of this year, the PC sales data will …

 

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