Ride is an important attribute which must be accounted in the passenger segment vehicles. Excessive H point acceleration, Steering wheel acceleration, Pitch acceleration can reduce the comfort of the driver and the passengers during high frequency and low frequency rough road events. Excessive Understeer gradient, roll gradient, roll acceleration and Sprung mass lift could affect the Vehicle driver interaction during Steady state cornering, Braking and Step steer events. The concept architecture of the vehicle plays an important role in how comfort the vehicle will be. This paper discusses how to improve SUV ride performances by keeping handling performance attributes same or better than base vehicle. Multi Objective Optimization was carried out by keeping spring, bushing and damper characteristic as the design variables to avoid new system or component development time and cost. The first step in this process is DOE (Design of Experiments method) which allows to select critical or highly influence input variables and to understand the effect of input variables on output performances. The consequent Optimization leads to select the optimum from various conflicting solutions.