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Customer preference for the “eye catching” and aesthetically good looking product has made the car quality a key competitive issue. Manufacturers have no choice but to design and manufacture products to exceptional levels of quality while remaining cost competitive. If excessive costs of “quality” are to be avoided, product and process design standards must be harmonised to ensure that product quality can be designed in from the start of a new product development cycle. However, the subjective nature of the car body aesthetic quality makes it difficult to ensure effective communication across different functions of the organization. Traditionally, product engineers are more used to designing for product performance targets such as stiffness, dentability and weight, while process engineers are primarily concerned with ensuring manufacturing feasibility within an agreed cost target.