Flying cup holders save manufacturer’s reputation

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Evolution Time Critical last week used four aircraft charters in one day to deliver cup holders to a major car manufacturer.

Managing director Brad Brennan said the customer,  a major OEM, was launching a model upgrade. The delayed parts would not have resulted in a line stoppage and therefore the financial penalty to the OEM for not delivering would have been relatively low.

However, the reputational damage of a supply chain failure would have been significant. If the delivery wasn’t successful, the parts would have had to be retrofitted delaying final delivery by an estimated three days and incurring the damage risk inherent with a retrofit.

“Delaying delivery of a new car can be immensely frustrating for the customer and damaging to an OEMs brand at a critical point of the customer experience,” said Brennan.

“The short term financial penalties for failing to deliver on this job would have been relatively small. It’s a credit to the OEM and the Tier 1 that they place such value on consumer experience that they are willing to pull out all the stops to make sure the car can be delivered on time.”

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