Road Noise is generated by the change of random displacement input inside the tire contact patch. Since the existing 3 or 6 directional electromagnetic shakers have a flat surface at the tire contact patch, these shakers cannot excite the vehicle in a manner representative of actual on-road road noise input. Therefore, this paper proposes a new experimental method to measure the road noise vehicle transfer function. This method is based on the reciprocity between the tire contact patch and the driver's ear location. The reaction force sensor of the tire contact patch is newly developed for the reciprocal loud speaker excitation at the passenger ear location. In addition, with this equipment, it is possible to extract the dominant structural mode shapes creating high sound pressure in the automotive interior acoustic field. This method is referred to as experimental structure mode participation to the noise of the acoustic field in the vibro-acoustic coupling analysis. This information is very important to improve FE model accuracy to represent the physical phenomenon. The validity of the presented method is confirmed by the effectiveness of the structural countermeasures acquired by analyzing the structural causes from the extracted modes.