It looks like Motorola may have a hit on its hands. The company has been shipping 100,000 Moto X units every week from its manufacturing factory in Forth Worth, TX.

Motorola CEO Dennis Woodside is overseeing production in America, and said that the company’s manufacturer, Flextronics, is capable of making “tens of millions” of phones a year, but demand was not yet ready for that scale.

“When you set up to ramp a factory you need a plan, and we have shipment targets we need to make with our carrier partners,” said Woodside in an interview with Reuters, “where we need to be right now is 100,000 units and that’s where we are.” Motorola, for example, promises that customized phones created through Moto Maker for AT&T customers will arrive in just four days.

Production in America might be costing more than three times that of what rivals Apple and Samsung are paying in China, but thanks to the Moto Maker web app, each phone is totally customizable from the color of the back panel and trim to the storage size. Each phone is made personally for the user rather than on a mass production line. It’s this incentive Motorola hopes will lead new users over to its latest and hopefully bring up the shipping demands. Woodside mentioned that the customizable shipments were “substantial.”

Check out our thoughts on Motorola’s Moto X. Spoiler! We’re big fans.