Benchmarking competitor products helps a company to identify opportunities to improve their product relative to their competitors. This allows a company to determine the basic requirements of a new product, and target potential areas for improvement, particularly within the automotive industry where there is considerable growth and competition. Automotive firms have been increasingly focusing on development processes. Reducing time to market and improving quality whilst minimising cost. Laser scanning technology enables companies to make design and engineering improvements through the ability to analyse a competitor’s design. A case study of this generic process will be presented in this paper. The results have revealed that a company can create significant value-added activity, reduce the need for physical prototype costs and time, improve quality in new product development introduction.