In this paper, the subjective evaluation method for the air-borne sound insulation performance of vehicle body in reverberation room is developed and investigated. To improve the credibility of the traditional subjective evaluation methods for the air-borne sound insulation, the test vehicles are placed in the reverberation room and exposed in the homogeneous reverberation sound field. The stationary vehicle's interior noise is recorded by using a digital artificial head. The noise testing method in reverberation room demonstrates more credible than the traditional methods based on the standard deviation analysis of vehicle external fields. With paired comparison scoring method, the recorded interior noises of six different vehicles are replayed and evaluated subjectively by 22 appraisers in the sound quality room. Kendall's correlation coefficient and circular error rates are introduced to check the consistency and correctness of the appraisers' evaluation scores. The scores of the two appraisers are removed because their Kendall's coefficients are below 0.8. The subjective preference, which is introduced to express the subjective perception of sound insulation performance of vehicles, is calculated by the statistics and normalization of the rest effective scores. The final results provide an overall preference ranking of all the six vehicles numerically. Additionally, the correlation between the objective NRLs and subjective preferences of the six vehicles is analyzed. The Pearson's correlation coefficients show that the subjective preference mainly depends on the sound insulation performance in the frequency range above 2kHz, especially in the range 2k-5kHz. Finally, an objective prediction model of the subjective preference is established based on the linear regressions. The subjective preference is proved to be attributed to the average NRL in 2k-5kHz frequency range only. The subjective evaluation method and the prediction model provide the guidance for the evaluation, prediction, target setting and optimization of the vehicle sound insulation.