Implementing the Voice of the customer is one of the main challenges during the Vehicle Development Process. The variety of desired vehicle attributes requires well-defined processes that include manufacturability along with the voice of the customer in all aspects of the product development process. Customer's defined attributes along with regulations and manufacturability requirements should flow through all process phases starting from the early concept development phase.This paper discusses a lean design approach to assure that the voice of the customer attributes are addressed and balanced through the product development process from concept to production. The lean approach includes architectural, performance, and manufacturability as key development attributes. A case study of Automotive Modular Door System is presented to demonstrate the application of the lean approach in the design and development of complex automotive systems. In this case study safety and manufacturability are considered as the key attributes shaping the system.