The design and assembly of piercing components of automotive stamping dies, such as male and female dies, is a complex and time-consuming process, which significantly affects the development period and quality of automotive panels. Therefore, a new automation and intelligent design system of piercing male and female dies was proposed based on a full parameterization modeling and group assembly, which is seamlessly integrated into the NX software. First, the system automatically identifies and designs holes in the panels based on characteristics of the hole boundaries. Second, two different designs and assembly methods are proposed to solve the design problems of male and female dies for standard and non-standard holes. For the standard holes, a network component library was built through the family parts, and the components of the holes are automatically matched and instantiated based on the group assembly technology. However, for non-standard holes, based on fully parameterized templates, piercing components can be achieved by replacing hole elements in the new design. Finally, the system accurately adjusts the positions of components after assembly to ensure that the cutting depth and installation coordinates meet the requirements. In addition, a large amount of design knowledge and specifications are integrated into the system. More importantly, the design and assembly quality are inspected throughout the entire process. Examples demonstrate that the system exhibits excellent performances for the piercing process, automation, and intelligent design of piercing components for holes, which can significantly improve the design efficiency and quality.