The contribution summarises a Master thesis in Industrial Design Engineering, carried out at Chalmers University of Technology in the second half of 2007 in collaboration with Semcon Sweden AB and Volvo Cars Corporation. In the beginning of this thesis an array of questions was put together. The most significant ones were: Is there a need among car owners of having a grocery bag holder in the car? As well as: Could the bag holder be totally self-instructing?Through research based upon gathered information this thesis tries to answer these and other raised questions. The information was gathered using, among other methods, literature and user studies, analyses of existing bag holder used by other brands, as well as through user interviews an...