A new road feel feedback control design of steer-by-wire (SBW) is proposed, which is produce the steering feel of conventional vehicle with equipped electronic power steering (EPS) system, due to SBW system removes mechanical linkages between steering system and front wheels. A dynamic model is established to study the road feel generation and deal with the need of computed rack force of steer system. Based on the analysis of the assisting characteristic and the active damping control strategy of the EPS system, an integrated road feel algorithm is proposed. For rack force is difficult to measure, an estimator is presented to estimate rack force by Kalman filter (KF). The hardware-in-the-loop simulation (HILS) test bench results show that the proposed road feel control design make drivers get road feel information and SBW system can improve the vehicle maneuverability and comfortably.