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Decoma Shows How Mass Customization Fills Niche Auto Markets

20 November 2000

Decoma Shows How Mass Customization Fills Niche Auto Markets and Lifestyle Interests; Production-Intent Concepts Debut At SEMA Event

    CONCORD, Ontario--Nov. 20, 2000--Decoma International Inc. debuted two vehicle customization packages intended for production. The auto industry got a glimpse of how far Tier 1s can take vehicle personalization concepts through mass customization.
    The two highly lifestyle-based vehicle packages from Decoma 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.
    Decoma's PT Cruiser earned three awards at SEMA. The Cruiser received both the Design Application and Design Excellence Awards from DaimlerChrysler Corporation. 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.
    The NASCAR Taurus and the PT Cruiser Woody Street Rod were turning heads at Decoma long before they made the scene at SEMA. "Both vehicles represent a range of new possibilities for the industry and for consumers," said Alan J. Power, president and CEO of Decoma International Inc. "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.
    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.