Vehicle variety and customer expectations continue to grow. Automakers try to meet increasing quality and comfort requirements via increased R&D. Emotional criteria have replaced previously objective, pragmatic demands. Meeting customer needs, comfort, driving pleasure, design, have become as important as functional criteria. The automotive industry recognized this shift in demand and now advertises its products with emotion-related slogans and motifs, including new catchwords such as passion, thrill, excitment and desire. The vehicle sound experience is an increasingly important factor that significantly influences driver satisfaction. Sound and vibration parameters must not only be considered as disturbing elements regarding NVH comfort, they can also be used to develop an acoustical and vibrational environment that influences positive customer satisfaction. The creation of sounds that give the impression of high product quality helps manufacturers stand out against competitors and meet increased requirements. Sound quality considerations and target sound development require multi-dimensional approaches integrating new and interdisciplinary methods. A sound simulation system installed in a drivable vehicle allows target sounds to be determined accurately The advantages of the EVE (Explorative Vehicle Evaluation) approach are: Development of more marketable products. Fast implementation and efficient testing of new sounds with respect to a product's target sound. Target sound development based on the most convincing evaluation data. Easy verification of new products with respect to market readiness, even for nonacoustic aspects. The design of EVE is flexible. The procedure of free evaluations of vehicle noise while a test person is driving can be extended to benchmarking tests and interactive sound design. The implications of such extensions have to be studied carefully to avoid bias effects and test environment artifacts. Furthermore, the sample has to be carefully selected with respect to intended target group to guarantee the external validity and generalization of test results. The mobile driving simulator and EVE reliably guarantees determination of target sounds with a high degree of validity due to reality of the test environment.