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The objective of the paper is to present a unique design approach and its outputs: the design concepts for automotive center consoles for a near term SUV that can be produced in 2-3 years, and the second for, a more futuristic SUV, that could be produced in 10 or more years. In the first phase of this two phase project, we benchmarked center consoles from a number of existing and concept vehicles, analyzed available data (e.g. J.D. Power customer feedback surveys), and conducted studies (e.g. survey of items stored in the vehicles, item location preferences in the console area) to understand customer/user needs in designing the center consoles. In the second phase, we provided the information generated in the first phase to four groups of student teams who competed to create winning designs of the center consoles.