The current product quality paradigm is founded upon a customer-focused product development process, in which the functionality and behaviour of a product are designed to fulfil the needs of customers, and technological innovation is used to expand the capability and enhance the performance of the product. However, this view of product quality does not reflect the current practices of today's leading manufacturers, who now offer "total solutions" based upon an integrated package of products and services with well defined characteristics tailored to individual needs. Concepts such as globalisation, mass customisation, product branding, e-commerce, and sustainability suggest that a new product quality paradigm is evolving. This paper will discuss our current understanding of product quality issues and outline our vision of the new quality paradigm for product developers.