‘Mass Customization’ Seen At SEMA

CONCORD, Ontario--Decoma International Inc. has debuted two vehicle “mass customization packages” intended for production.

The two highly lifestyle-based vehicle packages were displayed at this year’s SEMA (Specialty Equipment Market Association) show. The first was the Rusty Wallace NASCAR Ford Taurus. The second was the Woody Street Rod, a DaimlerChrysler PT Cruiser.

“Both vehicles represent a range of new possibilities for the industry and for consumers,” said Alan J. Power, president and chief executive officer. “The industry had a good firsthand look at Decoma’s ability to deliver robust personalized vehicle packages. OEMs can now target niche markets by region and deliver to multiple target groups through proven and popular Decoma concepts,” he added.

Decoma’s PT Cruiser earned three awards at SEMA. The Cruiser received both the Design Application and Design Excellence Awards from DaimlerChrysler Corp. This is the first vehicle in the history of the SEMA show to take both top prizes from this OEM. In addition, Car & Truck News awarded the PT Cruiser Best of Show.

“Consumers, spurred on by the NASCAR and Woody treatments will realize how their own wishes about driving a truly personalized vehicle are becoming more reachable,” said Power.

Decoma designs, engineers and manufactures automotive fascias and related components, plastic body panels and exterior appearance systems for cars and light trucks, principally for automobile manufacturers in North America, Mexico and Europe. Decoma has about 5,800 employees in 13 manufacturing and engineering facilities in Canada, the United States, Mexico, Belgium and England. Decoma is traded in Canada on the Toronto Stock Exchange (DEC.A) and in the United States on the NASDAQ National Market (DECAF).