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This paper describes a computerized value analysis tool (VAT) developed to aid automotive interior designers, engineers and planners to achieve the high levels of perceived quality of materials used in automotive door trim panels. The model requires a number of inputs related to types of materials, their manufacturing processes and customer perceived quality ratings, costs and importance of materials, features located in different areas of the door trim panel, etc. It allows the user to conduct iterative evaluation of total cost, total weighted customer perceived quality ratings, and estimates of perceived value (perceived quality divided by cost) for different door trim areas as well as the entire door trim panel. The VAT, thus, allows value and cost management related to materials and processing choices for automotive interiors.

The automotive interior suppliers are challenged to develop materials, that not only perform functionally, but also provide the right combination sensory experience (e.g. visual appeal, tactile feeling) and brand differentiation at very competitive costs. Therefore, the objective of this research presented in this paper is to develop a methodology that can be used to measure customer perception of interior materials and to come up with a unique system for assessing value of different interior materials. The overall methodology involves the application of a number of psychophysical measurement methods (e.g. Semantic Differential Scaling) and statistical methods to assess: 1) overall customer perceived quality of materials, 2) elements (or attributes) of perception, and 3) value of materials from OEM's viewpoint in terms of the measurement of perception of quality divided by a measure of cost.