Fiat ran an advertising campaign with the tag 'hand-built by robots'. Today, the tag 'hand-built by lasers' could be applied to products made using rapid manufacturing techniques.Otherwise known as additive layer manufacturing (ALM) or direct freeform manufacturing, rapid manufacturing grows parts from elements to be precise unlike a subtractive manufacturing technique such as CNC machining. ALM allows a manufacturer to make something with a hole or even a matrix or latticework in it without using separate castings. The author mentions that additive manufacturing technologies are finding ready acceptance in a range of industries.