Another silver bullet for "what's wrong with software development".
The development of mass production techniques and technology - a difficult, endless evolution - is a far better analogy than mass production itself.
For bespoke software, the analogy isn't a mass produced car - it's a hand built hot rod. That stock Honda will NOT evolve as business conditions change. You can't suddenly add a 6th seat the day the company opens a new office. Often, that's good enough. That's when you don't write bespoke, you buy off the shelf - that is - mass produced!
The rhetoric is familiar:
1. Assert such a problem exists - "every knows it", so no analysis needed
2. Make a flawed analogy with some other production process, without exploring its relevance.
3. Show the [Concept|Product], in its Blinding Simplicity, that once and for all will make software development Easy and Cheap.
In this case, it's mass production as initially created by the US War Department, and evolved and improved by many, notably Ford, MOS Technology, and others (including Honda). That's how complex software supporting complex businesses work. Any time someone draws a box around "business rules", you're looking at a massive oversimplification.
We have many benefits from mass production techniques - take .NET for example. It's like the parts bin on the assembly line. RDBMSs are like robots - you don't tell it how to do it, you just tell it what you want done.
There are no silver bullets.