Recent changes between car manufacturers and their suppliers accent the need for shared consumer knowledge. The relation between carmakers and their suppliers is gradually evolving from the purchase of components to the negotiation of complete systems. Because suppliers are usually distant from the end-consumer buying the vehicle, this evolution has highlighted two key issues: the anticipation of end-user expectations; and the development of adequate technological scenarios that will generate functions and benefits for the end user. This paper describes key learnings of an innovative worldwide research project aimed at evaluating consumer value towards 40 car benefits. The paper also describes the approach taken by Michelin in addressing and establishing development priorities to guide R&D efforts.