Giving customers the car they want [automotive order-fulfillment strategy]

Whenever vehicle manufacturers (VMs) ask their marketplace about the purchasing experience, invariably they find that customers would prefer to receive their vehicles in a shorter time than the VM is able to deliver and that they would prefer not to compromise on the vehicle´s specification. The arrival of the Internet and integrated information systems has given rise to a form of order fulfillment termed virtual-build-to-order (VTOB). The proponent of VTOB offers a means of improving order fulfillment performance on both fronts - closer to the desired specification and delivered within an acceptable timeframe. The VTOB system allows a customer to be linked to a product that is not yet manufactured. In this article, the VM´s perspectives are presented regarding the problems of variety and customisation potential. It also presents ways on developing a flexible order fulfillment process to maximize customer satisfaction while containing the costs.