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Vehicle quality and affordability will always be the most distinguishing summative characteristics in a fully saturated and highly competitive market. While vehicle quality differentiates between brands in any market segment, affordability remains the key decisive factor for many buyers in each segment. Equally important, affordability is a critical factor in achieving equity in transportation by providing reasonably priced vehicles with quality fitting the needs of different users. Keeping in mind that the cost of quality is usually in conflict with affordability, the main challenge during the different phases of the vehicle design and development process from inception to production becomes the achievement of the multi-objective conflicting goals of maximizing affordability and quality at the same time.