In this research, we develop a more complete technology adoption decision model that integrates product mix and technology adoption decisions. Specifically, we recognize that product mix and volume are important variables in determining the cost effectiveness of new technologies, and include in the model customer demand projections that reflect market trends (e.g. growing demand for increasingly sophisticated features and functions in vehicles). Anticipated experience benefits are then applied to the approprite production volumes to more accurately predict the profit impact of adopting new technologies.