Digital transformation in automotive manufacturing: a hybrid project management approach
Digital transformation in automotive manufacturing: a hybrid project management approach
This case examines Trucy Motors' digital transformation initiative at its 75-year-old manufacturing plant in the eastern part of India, where the company implemented Industry 4.0 technologies to overcome operational challenges whilst adapting to stricter emission regulations. Facing quality concerns, inefficient processes, and increasing market pressure, Trucy's leadership orchestrated a detailed digitalisation project structured around six key transformation themes. The case illustrates how Trucy Motors adopted a hybrid project management approach, combining traditional waterfall planning with agile execution methods, to modernise manufacturing operations in a live production environment. Through its "Pyramid of Purpose" framework and cross-functional teams, Trucy achieved significant improvements in energy consumption, inventory management, quality metrics, and safety performance. This case provides valuable insights for students studying project management methodologies, digital transformation strategies, and change management in traditional manufacturing settings where production continuity remains essential.
SAGE Publications: Sage Business Cases Originals
Roy, Koustav
168e059a-a01c-4963-a1aa-9ab718543edf
Dacre, Nicholas
90ea8d3e-d0b1-4a5a-bead-f95ab32afbd1
Roy, Koustav
168e059a-a01c-4963-a1aa-9ab718543edf
Dacre, Nicholas
90ea8d3e-d0b1-4a5a-bead-f95ab32afbd1
Roy, Koustav and Dacre, Nicholas
(2026)
Digital transformation in automotive manufacturing: a hybrid project management approach
(Project Management),
SAGE Publications: Sage Business Cases Originals
Abstract
This case examines Trucy Motors' digital transformation initiative at its 75-year-old manufacturing plant in the eastern part of India, where the company implemented Industry 4.0 technologies to overcome operational challenges whilst adapting to stricter emission regulations. Facing quality concerns, inefficient processes, and increasing market pressure, Trucy's leadership orchestrated a detailed digitalisation project structured around six key transformation themes. The case illustrates how Trucy Motors adopted a hybrid project management approach, combining traditional waterfall planning with agile execution methods, to modernise manufacturing operations in a live production environment. Through its "Pyramid of Purpose" framework and cross-functional teams, Trucy achieved significant improvements in energy consumption, inventory management, quality metrics, and safety performance. This case provides valuable insights for students studying project management methodologies, digital transformation strategies, and change management in traditional manufacturing settings where production continuity remains essential.
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e-pub ahead of print date: 15 January 2026
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Local EPrints ID: 510707
URI: http://eprints.soton.ac.uk/id/eprint/510707
PURE UUID: 3025e6a6-6abb-4e61-b97a-cc9c575a8010
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Date deposited: 17 Apr 2026 16:35
Last modified: 18 Apr 2026 02:04
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Author:
Koustav Roy
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