CONCEPTUALANDTHEORETICALFRAMEWORKSOFMASSCUSTOMIZATIN WITHIN THE AUTOMOTIVE SECTOR
Keywords:
Keywords: mass customization, automotive industry, modular architecture, postponed differentiation, agile manufacturing, build-to-order.Abstract
Abstract. This study systematically analyzes the theoretical foundations of the Mass Customization (MC) concept within the automotive industry, identifies its evolutionary development stages, and scientifically substantiates its implementation mechanisms. The research employs methods of theoretical analysis, content analysis, and comparative analysis. Based on a systematic literature review, 45 scientific sources spanning the years 1987–2025 were analyzed. Four core models of Mass Customization (collaborative, cosmetic, adaptive, and transparent) were typologized within the automotive context. Empirical examples demonstrate that modular architecture and postponed differentiation constitute the primary success factors. Implementing a Mass Customization strategy allows automakers to increase customer value by 32–45%, though it simultaneously demands robust complexity management systems.
Downloads
References
BMW Group. (2016). BMW Individual: Personalization strategy report 2015-2016. Munich: BMW AG.
BMW Group. (2024). Additive manufacturing in automotive: Annual report 2023. Munich: BMW AG.
Chaudhuri, A. (2022). Intellectual property risks in modular automotive platforms. Journal of Automotive Technology and Management, 22(3), 189-207.
Davis, S. M. (1987). Future perfect. Reading, MA: Addison-Wesley.
Gebler, M., Uiterkamp, A. J. S., & Visser, C. (2014). A global sustainability perspective on 3D printing technologies. Energy Policy, 74, 158-167.
Iyengar, S. S., & Lepper, M. R. (2000). When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology, 79(6), 995-1006.
Lampel, J., & Mintzberg, H. (1996). Customizing customization. Sloan Management Review, 37(1), 21-30.
McKinsey & Company. (2024). AI in automotive personalization: 2024 report. New York: McKinsey.
Monden, Y. (2011). Toyota production system: An integrated approach to just-in-time (4th ed.). Boca Raton, FL: CRC Press.
Ohno, T. (1988). Toyota production system: Beyond large-scale production. Cambridge, MA: Productivity Press.
OICA (Organisation Internationale des Constructeurs d'Automobiles). (2025). World motor vehicle production 2024. Paris: OICA.
Piller, F. T., & Müller, M. (2020). The economics of mass customization. In The Routledge companion to mass customization (pp. 45-68). London: Routledge.
Pine, B. J. (1993). Mass customization: The new frontier in business competition. Boston, MA: Harvard Business School Press.
Renault. (2023). Captur personalization catalog 2023. Boulogne-Billancourt: Renault Group.
Sako, M. (2022). Workforce skills for mass customization in automotive industry. ILR Review, 75(4), 912-938.
Salvador, F., de Holan, P. M., & Piller, F. (2009). Cracking the code of mass customization. MIT Sloan Management Review, 50(3), 71-78.
Tesla, Inc. (2024). Over-the-air updates and features catalog. Austin, TX: Tesla.
Toyota Motor Corporation. (2024). TNGA platform report 2024. Toyota City: Toyota.
Ulrich, K. (1995). The role of product architecture in the manufacturing firm. Research Policy, 24(3), 419-440.
VW Group. (2024). MQB platform: Efficiency and flexibility report. Wolfsburg: Volkswagen AG.
Womack, J. P., Jones, D. T., & Roos, D. (1990). The machine that changed the world. New York: Rawson Associates.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
All content published in the Journal of Applied Science and Social Science (JASSS) is protected by copyright. Authors retain the copyright to their work, and grant JASSS the right to publish the work under a Creative Commons Attribution License (CC BY). This license allows others to distribute, remix, adapt, and build upon the work, even commercially, as long as they credit the author(s) for the original creation.
