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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.

This paper describes a systematic approach to the development of a luxurious driving sound. In the first step, the luxurious sound is conceptualized through jury test, factor analysis and regression analysis. From the results, the main factors and the correlation equation for the luxurious sound are extracted. Also, customer's preference for the luxurious sound is investigated from the customer clinic. In the second step, three core axes and the detailed indices for luxurious sound are defined and quantified. These core axes are a dynamic sound character, a sound balance and a sound harmony. These core axes are also composed of detailed indices and quantified by guide lines. In the third step, each contribution of the sub-systems for sound quality is identified and the target values and methods for implementing the luxurious sound are suggested. In this process, noise path analysis and the customer's preference in each region are considered.