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One of the great challenges of the NVH development process is to ensure that customers and stakeholders in the vehicle team are involved in sound quality decision making throughout a new vehicle programme. Recent developments of interactive NVH simulators have enabled a cost-effective customer-focused method for capturing the opinions and decision making processes of people who are not NVH experts. This paper describes the latest enhancement to the NVH Simulator approach which allows the sounds of virtual vehicles to be evaluated whilst driving on-road. The sounds are created and presented to the driver in such a way that they appear totally natural and the assessor is not aware that they are synthesized. Since the subjective evaluations are performed on normal roads, key decision makers can understand, sign up with confidence to, and appreciate the value of the proposed sounds.