The role of concept cars in designing and evaluating car consumer properties, such as interior and exterior design, functional features, and positioning, has been considered. A comparison of a vehicle transformation from the moment of creating a concept car to launching a production car on the market has been carried out. The study is based on the global experience of various automakers representing different strategies and approaches to concept cars development and their transformation into production models. The importance of integrating new methods for assessing market needs and their ap plication in vehicle development has been emphasized. The methods of analyzing and comparing consumer properties at the concept stage have been described, and the main identified characteristics and their impact on concept cars design and functionality have been discussed. Examples of successful adaptation of consumer properties in production cars have been given as illustrations of concept cars comparison with production cars. An overview of the concept car development process and feedback from potential consumers have been given, and their importance for determining key consumer requirements in the automotive industry has been emphasized.