A massive amount of noise in a car is due to tyres. My brother had a Civic and loved it but too much road noise so he traded it in for a Ford Kuga, he has been a passenger in my Civic and remarked how quiet it is. Turns out his Civic had Pirelli tyres, same as original factory fitted tyres on my first 6th gen Civic and the noise was horrendous, I Changed those tyres for Michelin and thought I had gone deaf, my present Civic has Avon ZV7 tyres and is really quiet. I have seen many car reviews in magazines refer to lots of road noise and this is bound to put potential car buyers off -why any car maker would fit noisy tyres as original equipment is beyond me.
My wife's mk2 Jazz with 15" wheels and 175/65R15 Avon ZT5 tyres is much quieter than with the 16" rims and 185/55R16 Bridgestone tyres it had before, and rides a lot better.
It is a lot quicker to get new tyres than fit sound deadening.