At the IEEE ICDM2013, we applied the dynamic quality function deployment (DQFD) concept to electric truck design. In this paper we introduce the ideas of "concept design" and "range parameter" into DQFD to resolve the conflict between customer requirements and design constraints. To accurately specify the driving range on the highway, we require data, such as average traffic speed, from which we can estimate the air drag. However, these data should be determined by the professional knowledge of traffic or transport operators rather than by an automotive supplier. We posit that the Market of DATA is a worthy mechanism if it abides by this request.