In order to experience harmony among the various perceptual cues experienced by an automobile customer, the acoustic environment must be considered. Acoustic events generated by automotive systems can have a dramatic effect on a customer's impression of vehicle quality and reliability. Additionally, certain vehicle segments are partially defined by the vehicle's sound characteristic. For example, luxury segments are defined by quiet and smooth powertrain sound, whereas some sports car segments are defined by loud and rough powertrain sound. This paper is a discussion of the impact automotive acoustic events can have on the customer. Addressed will be the methods typically used in both data collection and subsequent jury evaluations. Two case studies will be discussed. Finally, there will be a brief discussion on the future role of psychoacoustics in the vehicle environment. Exploring the relationships between acoustic, visual and haptic stimuli is an area which has been largely unexplored. Additionally, auditory warnings and displays may become increasingly important in advanced safety and navigational systems and can be positively influenced by psychoacoustic principles and methods.