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This is the first of a three-case series (600-001-1, 301-177-1 and 307-343-1). This case examines the ultilisation of the information technology (IT) in three crucial areas facing manufacturing organisations. The need for flexibility in production, the need to follow holistic design principals to facilitate flexibility, and the need to understand ones own organisational learning, through knowledge management. The case examines a crucial period of history of Land Rover Vehicles subsequent to their acquisition by BMW in 1994. The young management team is required to develop a brand new vehicle and factory within thirty months. The case examines their quest for mass customisation and the organisation''s innovative strategies to maximise flexibility whilst minimising complexity.