TO THE EDITOR:
Regarding “Why built-to-order models are the future in the automotive industry,” autonews.com, Dec. 15: An enlightening article points to an age-old problem that the public has just accepted in the auto industry.
I think many have experienced this, as I have recently — accepting a passenger touchscreen display that was not at all desired to get another desired feature because that’s what was in stock.
New entrants are certainly challenging the built-to-stock model, and examples can be examined from adjacent industries in manufacturing and retail. If automakers want to improve customer engagement and sales, then the built-to-order strategy is something they cannot ignore.
AARON LEE, Director of product marketing – mobility, Microsoft, Tempe, Ariz.
Source: autonews.com