Abstract This paper presents research findings from a qualitative, grounded theory study of changes in customers' desired value in the U.S. automobile industry. Customer-desired value is distinguished from customer-received value and customer values through a review of the value literature. Within this literature review, the authors note that no marketing research has yet focused on understanding why customers change what they value from suppliers, research that would help marketers predict what customers may value in the future. Findings from the first known study of this kind provide a theoretical model of the initiators of changes in customers' desired value. This model is discussed with supporting depth interview passages. It is argued that understanding why customers' desired value changes will help marketers more precisely predict what customers may value in the future, and that the model proposed here can act as a diagnostic tool for analyzing business customers.