The necessity to manage several vehicle models on the same robotized assembly cell has made the cell design and the robot off-line motion planning two fundamental activities. Industrial practice and state-of-the-art methods focus on the technical issues of each activity, but no integrated approach has been yet proposed, resulting in a lack of optimality for the final cell configuration. The paper introduces a formalization of the whole process and proposes a heuristic multi-stage method for the identification of the optimal combination of cell design choices and motion planning. The proposed architecture is depicted through a real case for welding application