BigWheels, a top-five car company, lacked customer focus. The company offered 15 million possible product combinations, yet did not know which combinations customers truly wanted.
As a result, BigWheels had a noncompetitive cost structure, poor manufacturing operating performance and excessive stocks at the manufactuere and at dealers.
To reverse BigWheels' poor performance, the company asked Bain to re-engineer major elements in its European value chain. The specific focus of the project was customer-driven complexity reduction.