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The sound sources of modern road vehicle can be classified into three components, driving sound (sound generated through normal driving patterns and events), operating sound (sound generated through actuated components not related to driving), and generated synthetic sound (electronic warning / interactive feedback). The characteristic features of these sounds are dependent upon customer expectation and usage requirements. Additional development complexities are introduced due to each market's cultural and regional differences. These differences in preference must be considered for the establishment of the target sound quality in the early vehicle development process. In this paper, a sound quality goal setting procedure based on user preference is introduced. The sound targets are created as a result of the user preference investigation and validated by intercultural comparison.