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A joint study was conducted between BMW and Goodyear with the objective of analysing the cause and identifying methods to reduce the structure-borne interior noise in a vehicle driving on rough road surfaces. A vibro-acoustic characterization of the car was performed by measuring the car vibro-acoustic transfer functions and by using a transfer path analysis technique to identify the main suspension parts affecting the interior noise at target frequencies. The vibration transmissibility characteristics of the tire were measured and also simulated by Finite Element in [1-200Hz] frequency range. The vibro-acoustic interaction between the tire and car sub-systems was examined. A Finite Element sensitivity analysis was used to define and build new prototype tires. A 3dB(A) interior noise improvement was obtained with these new tires at target frequencies.