The automotive industry has continuously managed to rise to the challenges it has faced through increases in competitive pressures, increased productivity, quality, cost and the rapid development of technology. The industry has been led by those best able to develop and implement new process paradigms, from Ford's mass production through to Toyota and Lean production. The next industry leader may be the first to implement a fully integrated Build to Order network and free the capital employed in the current process. As well as competitive pressures, external social and governmental pressures may also drive this transformation. Environmental pollution and climate change are coupled with governments legislating to reduce road traffic congestion and improve safety whilst maintaining individual mobility. The BTO paradigm maximises the efficiency of supply chains and removes unwanted vehicles and unnecessary transportation costs from the system, reducing their associated congestion and carbon emissions. It may well offer European producers the ability to deliver customer value and socially responsible mobility for the 21st century.