Purpose <p>This research aims to propose and analyze a novel design for Rotary Magnetorheological Fluid Damper for Automotive suspension system applications. Due to development/variation in values of yield stress and viscosity give rise to opposing torque in MR fluid based Rotary damper, this can be utilized to redirect the forces which is approaching from the ground to wheel base and further to the chassis of the automobile vehicle in the form of torque and then dampen the vibrations ultimately reducing unpleasant ride or discomfort.</p> Methods <p>The research will begin with identification of performance gap between conceptual and conventional design, then it progresses to literature survey followed by development of system level design and test rig design. Moreover, it evaluates the practical implementation of these dampers in automotive systems through extensive simulation and real-world testing. Once the test configuration had been developed, the final design were subjected to testing. The results of the study have been analyzed on the basis of different input frequencies provided to the test setup manufactured.</p> Results <p>The concluded remarks with major inferences such as: percentage amplitude reduction is very high for operational frequencies and high torque output is obtained even with a simple topology of rotary MR damper in automotive applications. This research contributes to the development of intelligent, high-performance automotive systems that can meet the evolving demands of an advance transportation.</p>