This paper discusses approaches to emotionally improve the driving sound based on Active Sound Design (ASD). In the first step, target sound design methods are suggested in order to represent the vehicle’s concept and brand image via a driving sound. In this method, formant filter and musical chords are applied to the target sound synthesis. In the second step, a technique to make a target sound realistic in ASD system is discussed, which enables to stimulate the customers' emotion. In this technique, the process to simulate a musical instrument sound for a vivid driving sound and synthesize the sound with FIR filter is studied. Finally, the improved driving sound is demonstrated in ASD system.