A drug maker improves patient health and treatment outcomes by providing aordable products to patients worldwide. Together with Wheels, they sought to apply those principles to its fleet of SUVs and minivans.

Conscious of the image they project to clients and wanting to keep them satisfied, Ritchie Bros. gave drivers carte blanche within a cost ceiling to order any truck or SUV. The customordering process for each of these vehicles took many labor hours as there were no templates or selectors from which to choose.