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Automotive companies are studying to add extra value in their vehicles by enhancing powertrain sound quality. The objective is to create a brand sound that is unique and preferred by their customers since quietness is not always the most desired characteristic, especially for high-performance products. This paper describes the process of developing a brand powertrain sound for a high-performance vehicle using the DFSS methodology. Initially the customer's preferred sound was identified and analyzed. This was achieved by subjective evaluations through voice-of-customer clinics using vehicles of similar specifications. Objective data were acquired during several driving conditions. In order for the design process to be effective, it is very important to understand the relationship between subjective results and physical quantities of sound. Several sound quality metrics were calculated during the data analysis process.

Relative to Combustion Engine vehicles, electric powertrains are a blank canvas for sound. There are an increasing number of applications where sound is added to enhance the driving experience and increase pedestrian safety. In Hybrid vehicles, the combustion engine sound is not always present and must properly blend in with any additional sound added to the vehicle. Vehicle manufacturers have an opportunity to reinforce their brand identity through the addition of the perfect, target sound. Each brand, market segment, and powertrain require unique sounds. In addition, shuttle or ride sharing applications highlight the need for added sound during other scenarios to reinforce the brand sound. Traditional sound quality measurements and preference testing are very limited in defining the perfect sound due to the subjective nature of sound design.