Industry 4.0 and digital twins are buzzwords we hear on a daily basis. But how far have companies come, and how does COMSOL come into play in the new era? Here, we will look into one successful case, where ABB Traction Motors intends to make mass customization available by using simulation applications for electric motor design. By turning high-fidelity multiphysics models into simulation applications, new analysis capabilities are planned to be available to several departments, from product design to sales.