Abstract： Based on the QFD method and cooperative game theory, a new vehicle conceptual optimization design method for cost and customer satisfaction was proposed. First, the requirements of customers gained via market investigation were converted into technical requirements by QFD analysis, and a customer satisfaction index model was built. Second, by identifying the players and the payoff functions and grouping the players’ strategies, the multiobjectiveoptimization problem of the new product design was converted into the cooperative game theory model. Subsequently, the Shapley value method of coalitional gaming was used to calculate the optimized solution. Finally, the result obtained with the Shapley value method and that with the traditional methods were compared, and the effectiveness of the proposed method was verified.