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"Any customer can have a car painted the color they want, as long as it is black." This famous quote by Henry Ford illustrates the system of mass production that prevailed in the twentieth century. Today, mass customization, one of the most innovative concepts of Industry 4.0, has outgrown this approach, allowing companies to tailor their products to individual consumer needs and preferences without sacrificing efficiency or increasing costs too much. We have evolved towards a more flexible and customer-oriented model, in which new technologies allow a perfect combination of customization and large-scale production.

Mass customization drives two key trends in the new economy:

• Sustainability: Minimizes waste by producing only what consumers demand, thus avoiding overproduction.
• Business collaboration: Requires close cooperation between suppliers, manufacturers and distributors, to adjust products to the specific needs of each customer.

But what exactly does this concept, which at first glance may seem contradictory, consist of? Mass customization manages to combine the adaptation of products to individual needs with the efficiency of series production. This is made possible by advanced technologies such as 3D printing, flexible manufacturing, and data management systems, which make it possible to create customized products without losing efficiency on a large scale.

Some prominent examples of mass customization:

• Ford Build and Price Tool: An online tool from the pioneer of mass production, the automotive manufacturer Ford, which allows customers to customize their vehicles by choosing features such as model, color and equipment options. All thanks to digital configurators, flexible production systems and advanced supply chain management.
• Nike By You: Platform to design custom footwear, with options for colors, materials and custom details. It uses personalization algorithms, 3D printing, and data management systems to optimize production according to customer preferences, improving efficiency and reducing inventory.

Personalized Coca-Cola bottles and cans: The consumer personalizes bottle labels with special names and messages. Custom digital printing and on-demand production systems are employed to deliver unique experiences and manage production efficiently.