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Design for Six Sigma (DFSS) has become one of the most important tools for innovation project development. It has been used for several companies and good results are being reported as effect of the methodology. This paper aims to present an application of DFSS on an automotive technology development process. It was possible to listen to the “Voice of customer”, translate it into measurable parameters, generate potential concepts and finally identify the most adequate technology. The use of Design for Six Sigma methodology was shown very efficient to technology prospect. The structured frame work and focusing in two main points (being them first “Get the right design” and then “design right”) are the strengths of the methodology.

This paper aims to present an application of some quality tools focused on best concept identification process to meet defined customer requirements in activities of process development in an industry of automotive sector. First of all it was done a literature review in order to clear establish the concepts of the following tools: “voice of the customer”, “affinity diagram”, “pair wise comparison”, “quality function deployment (QFD)” and “Pugh matrix”. After it is presented the application of these tools in activities of technology research of advanced engineering department. The first task was to identify all customers related to the process in study. After this, some interviews were scheduled with them and the entire “voice of customer” was collected. With all this information it was used “affinity diagram” to summarize the inputs and used “pair wise comparison” to prioritize customer needs. To translate voice of customer into measurable parameters it was used QFD.

Efforts to enhance the productivity, to be in accordance with environmental regulations, to assure performance, quality and reliability in competitive market, are the major trends to any company of the industrial sector. This is particularly critical in the automotive market due to safety requirements and product conformity, but it is not enough to ensure success. The key to accomplish that is presented in this work through an investigation of innovation plans and technological strategy developed and applied to an electrical electronic architecture company. The results show the role of this approach prioritizing the corporative investment and goals, increasing profits by adding value to sale, analyzing collaboration between private companies and universities, revealing opportunities to apply for Government Innovation Program financial support. All these factors have been applied to the modernization of electrical automotive architecture for Brazilian emergent market.