What was once 'exciting' quality (such as mechanical quality) has shifted to expected (must-be) quality and now is now unspoken (invisible) quality in today's car market, according to a consumer report survey. What was completely unknown (Kano-neutral) in the 1970s, such as infotainment syncing, is now exciting (attractive) quality. At the same time, this too is rapidly falling to a desired quality. Quality is a moving target. Use modern QFD tools to identify unspoken, hidden true customer needs and priorities.