The Challenge of Customization in Auto Manufacturing
The most challenging challenge that auto manufacturers will face is the ability to generate new design ideas that are truly innovative. Auto makers face the difficulty of continually reinventing their product and service while simultaneously bringing cost-effectiveness, performance, durability and value-added features to their cars. The auto parts market is highly competitive. To be successful in the business of making automobiles, auto manufacturers must adopt a continual strategy that will keep them well ahead of their industry competitors.
As stated before, the auto parts market is very competitive. What makes things more difficult for manufacturers is that customers have become savvy to manufacturers who use customization as a marketing tool. Many car owners are comfortable with what they see on the roads from their driveways. To customize a car is to set it apart from the masses. This creates a difficult scenario for an auto parts dealer trying to distinguish his company from the thousands of others who customize cars. Customization provides an opportunity to differentiate one’s product or service from the competition and therefore, build a strong customer base.
There are two sides to the challenge of customization in auto manufacturing. The first challenge is presented by the fact that there is no uniformity in the components used to create a car. The second challenge is that in order to make even a slight modification, a change in the geometry, length or height of a part is required. The result is that car owners, when confronted by the challenge of customization in auto manufacturing, have to decide between a minor cosmetic change and a major change in how their car looks.
The challenge of customization in auto manufacturing is particularly significant in the area of safety. Car safety has increased in importance in recent years and drivers are increasingly demanding tailor-made safety features for their vehicles. Car owners want their cars to run well, feel comfortable and protect them from possible injury. In order to meet this demand, auto manufacturers must focus on creating cars with a higher level of customization.
When a car manufacturer offers cars like the Dodge Ram SRT, which has some very attractive features such as a quadrant grille, large side air vents, front and rear bumpers that drop down to provide unobstructed side view, the decision-makers of the consumer market assume that the car is likely to perform well. This assumption is, however, not always correct since the performance of cars like the Dodge Ram SRT depends upon a number of factors beyond the factory specification. Those factors include various variables such as engine performance, suspension geometry, weight distribution, braking, traction and engine tuning.
Another factor that affects cars like the Dodge Ram is the degree to which customers accept modifications made to cars like these. Satisfied customers are more likely to convert their Buicks to leases and more satisfied customers are more likely to refer dealers and auto manufacturers to friends and associates when it comes to choosing a vehicle. The auto industry has realized that the challenge of customization in auto manufacturing has a way of stimulating growth and success in sales and service.