Abstract
The interior sound quality of passenger car brands is one important marketing aspect. Sound quality is perceived different in different world markets. For increasing the sales figures in one particular world market, the brand sound quality of passenger cars has to be adapted to meet the local customers' preferences. In this work it will be reported how the difference in sound quality perception between two car brands on the European market has been defined and established using an advanced semantic differential approach. Starting from this objective definition of the difference in sound quality perception an optimum sound can be defined and hence consequently applied to one distinctive car brand to meet in detail European customers' expectations.