Newer soft thermoplastic elastomers, TPEs, materials offer new ways to improve products and add value to the consumer. The range of TPEs available is becoming broader and their hardness range is being extended to softer products. This provides manufacturers with opportunities to add value to their products which can increase profitability and customer satisfaction at the same time. Selecting the TPE to match and product's application criteria is important to best capture the opportunity available with these soft TPE materials. Product improvements which result in added value are possible with the soft TPEs. A variety of new market applications have been developed using the soft TPEs now available ranging from low to high performance properties. These will have an impact on the automotive, sporting goods, construction areas.Exciting new uses are being seen like softer high performance TPEs like the acrylic TPVs and silicone TPVs are being adopted in automotive oil seals, boots, ducts and body plugs. The soft TPUs are finding a good application for soft touch automotive interior skin.