The high competition on global marketplace caused by unforeseeable and changeable customer’s demand is affecting all kinds of industries. In this turbulent scenario, an engineering-oriented Digital Factory (DF) approach, with the integration of multi-objective mathematical procedures, represents a strategic opportunity to satisfy quality, time and cost goals. Alternative process configurations are reengineered and evaluated in a concurrent manufacturing extent of the digital world with few efforts and in short time. A computer supported world allows to visualize, bear out and interplay all elements of the “future” growing factory. The present paper employs a DF approach to analyze and optimize the muffler assembly station of an automotive company. Flow analysis, layout planning, ergonomics studies, material handling consideration were strongly studied to improve the production system in a Total Productive Management (TPM) optic. Attention was also paid to workers’ saturation, tasks balancing, system flexibility and ergonomics of the process. Numerical outcomes of the digital implementation with human/quality/cost focused design are extensively presented.