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A top-of-the-range car customer not only expects exceptional vehicle design and quality but also a driving experience, which is out of the ordinary. Very harmonious interaction between vehicle dynamics and the steering system is required to offer clients such a consistent driving experience through generations of vehicle models. In this paper the basic properties of a premium driving experience are explored. It is shown that outstanding handling limits are a prerequisite, although most customers never experience such driving situations. In fact, on-center behavior is most crucial in enabling clients to experience part of premium driving performance, and the steering system is the key factor in delivering appropriate feedback to the driver by means of steering torque. Development procedures are presented to achieve the goals described above.