Growing demand on product individualization forces manufacturing organizations to react quickly and reducing the cost at the same time. To meet individual customers’ need, competitive enterprises have to adopt both strategies of customer-driven and cost efficient product development. This can only be achieved by raising designers’ awareness of market information, which includes both customer, and competitors’ information. Sharing market situation among concurrent design teams is critical to provide customized products. This paper discusses mass customization approach using Design Structure Matrix (DSM) methodology, which is a valuable tool for producing different product variety quickly and economically. Our focus in this paper is to demonstrate how product-customization could be done efficiently by using DSM. A case example taken from Volvo Company trucks is also included with this paper in order to show how different design rules could be implemented successfully by using DSM, which may be helpful for customization process too.