In 1988, he started his own consultancy, Munro & Associates, in Troy, Michigan, specializing in lean design, tearing down automotive products to study and suggest improvements and innovations.

[1][2] Now located in Auburn Hills, Michigan, the company performs electric vehicle benchmarking and consults in the aerospace, defense and medical sectors.

[4] He started his engineering career as a toolmaker at the Valiant Machine & Tool company which mainly supplied General Motors.

They initially found that the Tesla cars had innovative and unusual electronics and power engineering but poor bodywork and production design.

[10] Munro & Associates consulted on the production design for several electrical vehicles including the Aptera three wheeled autocycle.

This channel attracted lots of viewers which raised the profile of the company which was then able to expand its staff and premises despite the lockdowns and restrictions of the pandemic.