A super-sized quality challenge.

Burger King popularized the notion. "Have it your way," the ads proclaimed.

Since the general public first got a taste of those made-to-order Whoppers, it has been hungry for more sophisticated customization. Manufacturers--most notably, carmakers--are stepping up to the challenge.

The current buzz in autodom revolves around build-to-order (BTO) cars. Reuters recently reported that BTO will be a common strategy before the end of the decade. "If you want your face embroidered on a seat cover, you've got it," envisions Patrick Dessert, director of the Product