From derelict industrial eyesore to a state-of-the-art high tech manufacturing centre - that's the plan for the old North Works at the former MG Rover car plant at Longbridge.
You need a strong imagination to make the mental transition, but imagination - plus energy and entrepreneuralism - is obviously a key part of 31-year old Graham Mulholland's make up.
The young founder and managing director of EPM Technology, the country's leading specialist in manufacturing lightweight composite vehicle body parts, yesterday sat down at a table in the middle of the long-abandoned North Works and signed a lease with John Edwards, chief executive of the site owner, Advantage West Midlands.
Around them was 100,000 sq ft of 20th century industrial squalor. Pigeon droppings cake those areas of the crumbling concrete floor that are not covered with pools of oily water.
Overhead are girders and glass skylights that allow in precious little daylight. Everywhere there are the remains of a once great factory: stripped out electrical fittings; abandoned pallets; compressed air pipes long ago wrenched away from the machines they powered. A faint scent of lubricating oil hangs in the air.
In a corner, a steel door has been left rolled back revealing dark staircases leading down to the rat-infested depths of a building that once produced a large part of the engines and munitions that Britain needed to fight two world wars.
In another corner a dusty staff notice board contains health and safety notices, night shift emergency numbers and, poignantly, a poster exclaiming "Don't Let Rover Die".
But Rover is dead, and the North Works - built as part of the threefold expansion of Longbridge during World War 1 and last used to produce the O-Series engines that went into the Princess and Marina - is soon to be transformed.
The 100,000 sq ft of factory space now tenanted by Mr Mulholland and his nineyearold company will reemerge as one of the country's most up-to-date high tech automotive plants.
"In a year's time this will look more like a food factory or a laboratory than an engineering works," he said as he looked around yesterday.
In other words, it will be clean, efficient, hygienic and quiet - another addition to the added value, globally competitive, manufacturing infrastructure the West Midlands is building to replace the outdated industry of last century.
Comparisons were made yesterday with BMW's engine plant at Hams Hall near Birmingham which is one of the most advanced facilities of its kind in the world. EPM's plans will not just give a new lease of life for a brownfield site that many critics of Birmingham and the West Midlands have given up for dead, it will ultimately provide employment for perhaps as many as 600 people, many of them former MG Rover workers.
There is little doubt that composite technology is going to be a big element of the 21st century automotive industry as vehicle manufacturers look for strong but lightweight alternatives to steel in their quest for more environmentally acceptable products and greater fuel efficiency.
At the moment though, it is very much a cottage industry --widely dispersed and not particularly efficient.
Mr Mulholland aims to change that.
"I want car companies to see that we can produce parts for them in the volumes they want, to the quality they want and to deliver them when the want," he said.
"That is why we will be recruiting former Longbridge workers staff this factory. We need car people who are able to talk to other car people."
For AWM's John Edwards, the deal with EPM is doubly welcome because it has been signed only six months or so after the plug was pulled on MG Rover. He was confident other manufacturers would be attracted to Longbridge - but not so quickly.
"I did think it would be the middle of 2006 before we could announce something like this," he said.