American car manufacturers have long dreamt of vehicle customization on a mass scale but have not been able to achieve it because their traditional American customers are an impatient lot who are generally ready to accept what is on offer if they can have a great deal even if the car does not completely fit with their desires and requirements. But that might be about to change as BMW has launched a massive marketing campaign to convince customers to order custom made vehicles which they can have within 2-6 weeks of placing their order. 

Source: Forbes