Creation of a New Automobile Customer Value Creation Model: The Strategic Development of Customer Science Principle

This study describes a “New Automobile Customer Value Creation Model” (NA-CVCM) employing the strategic development of “Customer Science principle” (CSp) for realizing attractive cars creation based on the “Science TQM, new quality control management principle” with “Science SQC, new quality control principle”. Specifically, to strengthen “auto-corporate management”, The foundation of NA-CVCM develops a “Dual Affective Engineering”, and contains both of the “exterior design engineering strategy and driving performance design engineering strategy” through 3 domains of the “designing, manufacturing and sales marketing” employing “Strategic Stratified Task Team Model” (SSTTM) for excellent QCD activities. Concretely, by developing “Intelligent Customer Information Marketing Model” (ICIMM), the foundation of NA-CVCM consists of the “Automobile Exterior Design Model with 3 Core Methods (AECD-3CM), Automobile Optimal Product Development Design Model (AOP-DDM) and CSp-Customer Information Analysis and Navigation System (CSp-CIANS)”. The validity of NA-CVCM is then verified through the actual applications in Toyota and others.