In 2000, BMW made a decision to explore using rapid manufacturing technologies for mass manufacturing of cars. The idea, in part, was that these technologies could open up scope for developing altogether new ways of making cars (in much smaller series) that could offer more customer choice and variety. But beyond a sense that the technologies represented a potentially huge opportunity: No one at BMW understood what executing on its vision would involve, which meant that they could not apply any of the established project management approaches.