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This paper aims to establish a systematic process of developing a brand driving sound. Firstly, principal factors of a brand sound identity are extracted from factor analysis of many sample cars. As a result, brand sound positioning map is drawn using jury test data. Also, the multiple regression analysis of subjective and objective test results is carried. As a result, the principal factors are expressed by objective test data and brand sound positioning map can be easily updated from the measurement data. In addition, what should be improved for designing a target sound is reviewed. Secondly, various technologies of target sound design are discussed to involve the brand identity and vehicle’s character in driving sound. Also, an efficient tool to implement the target sound with an active sound design (ASD) system in a vehicle is introduced. This tool enables to efficiently design, tune and simulate a target sound for ASD system in a laboratory.

Recently the interior sound is actively generated by the active sound design (ASD) device in a passenger car. Therefore, the objective evaluation method for the sound quality of actively designed sounds is required. In previous research, the sound quality of interior sound has been presented with powerful and pleasant for the existing passenger car. This paper presents a novel approach method for the objective evaluation of powerfulness and pleasantness of actively designed interior sound. The powerfulness has been evaluated based on the degreed of modulation and a quantity of low frequency booming of the sound in the paper. On the other hand, the pleasantness is evaluated based on the slope ratio of harmonic orders per octave in frequency domain. These evaluation methods are successfully applied to the objective evaluation of luxury passenger car.