This paper first puts forward that the measurement of customer value needs the selection and confirmative application of the existing methods. Then on the basis of positive study, the paper concludes that the consumers have two factors towards the automobile products value property and finds out that it is obvious that the consumers have higher perceived value towards the foreign brands than the national ones; meanwhile on the basis of evaluation of the competitive brands measurement property, the paper discusses the brand differences in 12 property-performances. In the market environment of more severe competition, creating prominent value for the customers has become the new source for the modern enterprises to gain the kernel competitive force and advantages. How to measure and apply customer value is the prerequisite and basis for the enterprises to implement customer value management. Therefore, it is no doubt the concern of both enterprises and intellectual circles.