Managing Product Development through Feature Modeling Meena Rajan, Shree Jaisimha, Shantha Rajendran, Padhu Kanagaraj Panasonic Automotive Systems of America Personalized solutions are key to achieving customer satisfaction. Automotive industry uses process frameworks such as ASPICE to manage product life cycle phases involving requirements, change request management, software development, systems testing and quality assurance. ASPICE however does not provide a framework that enables management of complexity arising from product variation at the Systems, Hardware and Software Level, in order to meet customer expectations. Customer expectations involves functional features and non-functional features. Adding to this complexity is the scope of Variant Management whereby a feature is enabled or disabled for a specific market based on the region, cost, vehicle architecture, customer needs etc. Also, nuances within a feature can exist in certain variants. This paper defines feature modeling and practical techniques that can be applied to achieve this practice.