In this study. the noise sources were identified and the noise and vibration were reduced for an industrial forklift. To identify the noise sourses, noise signals were measured by a microphone on a driver seat and these signals were analyzed with a waterfall plot. For this purpose, the gear mesh frequencies from the gear box of a reducer were not only investigated but noise/vibration sourses of an electric motor were also examined. Furthermore, the frequency response functions were obtained to confirm the vibration and noise sourses. It was found that severe vibration and noise were generated in the casing and the connecting part of the reducer. The severe vibration and noise could be reduced by a structure modification.