Google’s Motorola has ramped up production of its Moto X hero phone and is now shipping out 100,000 units each week from its assembly plant near Dallas, Texas. “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, and where we need to be right now is 100,000 units and that’s where we are,” Motorola CEO Dennis Woodside told Reuters in an interview. Motorola took a unique approach with its new Moto X Android phone, allowing users to configure customized color combinations on a dedicated website and even choose a wallpaper and custom welcome message that is displayed while the phone boots. Shipments of fewer than 500,000 units per month isn’t exactly a blockbuster in the grand scheme of things, but for a smartphone vendor that posted a $300 million loss last quarter, it’s a start.