The automotive industry constantly evolves, driven by technological advancements, changing consumer preferences, and regulatory requirements. New Product Development (NPD) plays a crucial role in maintaining competitiveness and meeting the demands of a dynamic market. A key aspect of NPD is product selection, which involves thorough analysis to align with market demands and organizational goals. Considering the importance of this stage, this article explores the applicability of utility theory as a filtration tool for product selection within the automotive sector, providing a detailed examination of its benefits and practical applications. When faced with multiple product options, the utility theory approach's usability can help select the product with maximum utility and align the resource management. This systematic approach allows a comprehensive analysis of attributes like performance metrics, budget and resource optimal allocation, and nuanced management preferences, thereby facilitating well-informed decision-making. Moreover, the article demonstrates the effectiveness of the proposed filtering approach through a case study. This practical illustration underscores the utility theory's efficacy and relevance in product selection in NPD.