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An automotive vehicle should be designed to satisfy the wants of customers. The key is how to convert voices of customers into engineering languages. In other words, transfer the wants of customers into the right technical characteristics of a vehicle. A questionnaire of customer wants for a CUV (Crossover Utility Vehicle) is created and processed. Using QFD (Quality Function Deployment) and modified KANO model, the relative important degree is obtained from the original relative important degree of customer wants surveyed. Since some information gained is uncertain and the questionnaire sample is limited, a gray correlation analysis method is introduced, which calculates the competitive important degree of customer wants, then the final important degree of customer wants is gained by integrating the relative important degree and the competitive important degree.