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Typical approaches to regulating sound performance of vehicles and products rely upon A-weighted sound pressure level or sound power level. It is well known that these parameters do not provide a complete picture of the customer’s perception of the product and may mislead engineering efforts for product improvement. A leading manufacturer of agricultural equipment set out to implement a process to include sound quality targets in its product engineering cycle. First, meaningful vehicle level targets were set for a tractor by conducting extensive jury evaluation testing and by using objective metrics that represent the customer’s subjective preference for sound. Sensitivity studies (“what-if” games) were then conducted, using the predicted sound quality (SQ) index as validation metric, to define the impact on the SQ performance of different noise components (frequency ranges, tones, transients).