Market-oriented product positioning is considered to be the essential basis of defining a product concept. The product marketing of Volkswagen uses the so called Eigenschaftsprofil as a particular positioning approach which defines the target position of 47 customer relevant car specifications. The paper at hand deals with the definition of an Eigenschaftsprofil of a product concept which is planned by the Volkswagen brand. Since there doesn´t exist any standardized process for a consistent determination of target positions from a market perspective so far, an appropriate positioning method is being designed primarily. This method refers to the established positioning approach of marketing research and includes the specific characteristics of the Eigenschaftsprofil accordingly. The positioning process is determined by the product-specific requirements of the target group as well as the competitive set. In a further step the Eigenschaftsprofil of the respective product concept is being defined by applying the theoretic positioning process. This case study is based on a quantitative, attribute-oriented survey which has been conducted in four German cities among 868 automotive customers who has been interviewed on their product-related requirements in 2008. The Eigenschaftsprofil resulting from this is characterized by its theoretical basis and empirical determination and defines an ideal target position for every single car feature from a market perspective.