This paper deals with the development of a knowledge-based engineering (KBE) approach able to support railway manufacturers in their assessments on the convenience of participating in competitive tendering and, subsequently, in the offer definition and in the designing phase. The proposed approach is based on a Decision Support System (DSS) that allows an analysis, called Adopt-Adapt-Innovate (AAI), to be made, which helps the company in the search of its products that best suit the requirements of new bids. Digital pattern techniques, configuration design methods and parametric modeling are the tools proposed to optimize the process that starts with the tender notice, passes through the offer definition and ends with the design. The paper describes the railway market logics, the proposed methodology and the first obtained results