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Automotive OEMs are launching multiple products with ever reducing development time, balancing costs, quality and time to market, with clear focus on performance and weight. Platform architecture concepts, modular designs for differentiation etc. are strategies adopted by automotive OEMs towards shorter development cycles. Thus, concept generation phase of the digital product development process is expected to enable generation and evaluation of multiple concept architectures, carry out performance studies and largely focus on optimization, upfront. This Front loading of engineering and call for simultaneous engineering requires support in terms of quick and good CAD modeling with maturity. This paper proposes a process that focuses on generation and evaluation of multiple concepts, besides enabling optimization of concept before the detailed design phase kicks in.