Optimizing differentiation and commonality levels among models in car line-ups: An empirical application of a nature-inspired heuristic mechanism.

•We implement a swarm intelligence mechanism to design optimal car lines.•We aim to optimize differentiation and commonality levels among models in the line.•Our mechanism utilizes stated preference data derived from a conjoint experiment.•A prototype system is also developed to facilitate managerial decision making.•Insights are provided into how new and existing car models must be combined.