Dual-process Comparative Evaluation of Automotive Exterior Design Based on AHP-QFD

DING Jian; SUN Bin

doi:10.19554/j.cnki.1001-3563.2026.04.007

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (4) : 73-87. DOI: 10.19554/j.cnki.1001-3563.2026.04.007

Industrial Design

Dual-process Comparative Evaluation of Automotive Exterior Design Based on AHP-QFD

DING Jian^*, SUN Bin

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Abstract

Addressing the inadequacy of scientific rigour in selecting evaluation metrics for preliminary automotive design proposals and meeting industry practicer equirements, the work aims to establish a quantitative evaluation system to validate the effectiveness of core indicators and compare differences between AI-assisted design processes and traditional design processes across core indicators, providing a theoretical basis for the intelligent transformation and improvement of design processes in the field of automotive styling design. Based on literature review and interview methods, 10 initial indicators were established, covering efficiency and effectiveness, design quality, user experience, and innovation ethics. The Analytic Hierarchy Process (AHP) was used to calculate the weights of each indicator and screen core indicators. Through Quality Function Deployment (QFD), a House of Quality (HOQ) was constructed to achieve precise mapping between evaluation indicators and technical characteristics. Finally, comparative experiments were conducted to compare the differences between AI-assisted design processes and traditional design processes in terms of core indicators. AHP analysis indicated that "Emotional Experience Satisfaction" (weight 15.71%), "Ethical Compliance and Data Security" (weight 14.96%), and "Design Innovation" (weight 13.11%) were the top three core indicators. Empirical comparisons showed that the AI-assisted design process significantly outperformed the traditional design process in terms of "single-solution generation cycle" and "design innovation" while the traditional design process scored higher in the "Ethical Compliance and Data Security" dimension. The AHP evaluation system constructed in this study provides a scientific quantitative method for evaluating preliminary design schemes under both processes, validating the advantages of AI-assisted design processes in terms of efficiency and innovation. The research results offer quantitative evidence and targeted references for the intelligent optimization of automotive styling design processes and their practical implementation in the industry.

Key words

AI-generated Content (AIGC) / automotive exterior design / evaluation system / workflow / AHP-QFD

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DING Jian, SUN Bin. Dual-process Comparative Evaluation of Automotive Exterior Design Based on AHP-QFD[J]. Packaging Engineering. 2026, 47(4): 73-87 https://doi.org/10.19554/j.cnki.1001-3563.2026.04.007

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