In this research study, the aim is to identify and describe the attributes of superior customer value, which formed an important basis of building competitive strategies in Malaysian automotive industry. Art and William (1999) quoted that the attributes of superior customer value are fundamentally a blend of quality, services, and price (QSP).From consumer’s perspective, QSP have been identified as superior customer value with the resulting experiences about the goods or services provided by the Malaysian car companies. The values of QSP have been embedded in the brand image, which will influence the buying decision. It is highlighted that consumers have always craving for satisfaction in the form of promising QSP and brand that drive them in their purchasing decision-making. Most of the Malaysian car companies have their priority over their customer’s satisfaction in their organisation’s philosophy and having their success vision behind the concept of marketing. However, the research has concluded that Malaysian car companies have inclined more towards selling concept than developing a customer-oriented organisation. There are always implications that Malaysian car firms need to adopt the concept of marketing via QSP to formulate their business strategies in order to outperform their competitors in view of the liberalisation of automotive industry in Malaysia. A self administered questionnaire – to measure the respondent’s attitude, is the method of gathering information from the two separated groups of respondent in order to analyse the respondent’s attitude from consumer’s and Malaysian car firm’s perspective respectively. The descriptive research designed will be adopted in the study. Hypothesis testing and linear correlation analysis will be preformed to support the research questions. All weaknesses of the survey methods will be identified and priority is set in to omit any ineffective methods of data collection.