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Sound signature design is gaining more importance within global auto manufacturers. ‘Sportiness’ is one of the important point to consider while designing a sound character of a car for passionate drivers and those who love aggressive driving. Nowadays automobile manufacturers are more focused in developing a typical sound signature for their cars as a ‘unique design strategy’ to attract a niche segment of the market and to define their brand image. Exhaust system is one of the major aggregate determining the sound character of ICE vehicles which in turn has the direct influence on the customer perception of the vehicle and the Brand image and also the human comfort both inside and outside the cabin. This research work focuses on novel approaches to identify frequency range and order content by a detailed study of subjective feelings based on psycho-acoustics. Sound samples of various benchmark sporty vehicles have been studied and analyzed based on sound quality parameters.