The Design of the Product Beauty Value Engineering

Progressing environment and competitive market in the recent years have caused shorter product life cycle. Therefore, organizations have to keep up with the other competitors in introducing products conformed with customer demands, if they want to survive. On the other hand, designing and offering new products to the market in some industries imposes enormous costs to the organizations. Automotive industry is one of these industries. This research was accomplished with the focus on the product of “Samand“in “Iran Khodro” company. Nowdays, the necessity of launching a new product can be greatly realized, but it seems to be impossible due to the urgency of executing the so called project and also the lack of monetary resources. “Face lift designing“can be regarded as a suitable approach to solve the mentioned problem. The goal of the research is to find out the parts that considering the monetary limitations, could bring out the best “Face lift“design for the company. To ascertain this goal, value engineering (VE) and analytical hierarchy process (AHP) were used. Four populations consisting of customers, experts, automotives designers and strategic planners were used gathering data from the two populations of customers and designers. In conclusion, considering budgetary constraints of the company, those parts, which due to the redesigning of them, best face lift design might be obtained were orderly determined as bumpers, lights, side mirrors and gutter.