This factory looks like a gimmick to me. It certainly looks very sleek, modernist, but geared almost as a tourist attraction, as if they should stick a cafe and wifi hotspot on the manufacturing floor so people can watch cars being assembled as they sip cappuachinos, and run a few boutique fashion stores selling high end ladies handbags around the periphery. I mean, how many cars can this factory produce compared to say, a Japanese factory with heavy industrial robots?
Yes, "hand made" still seems to resonate with some people, but the work is still repetitive Taylorist style monotony no matter how much you spuce up the environment, it is still an assembly line, and the same car, with few options changed, is being built. I'd rather the "hands" of the human element be on a keyboard, and their eyes be on defects and test results, rather than imaging that quality emanates from making sure people tighten bolts themselves with power tools.