The development of a powerful new magnetorheological fluid (MRF), together with recent progress in the understanding of the behavior of such fluids, has convinced researchers and engineers that MRF dampers are among the most promising devices for semi-active automotive suspension vibration control, because of their large force capacity and their inherent ability to provide a simple, fast and robust interface between electronic controls and mechanical components.In this paper, theoretical and experimental studies are performed for the design, development and testing of a completely new MRF damper model that can be used for the semi-active control of automotive suspensions. The MR damper technology presented in this paper is based on a completely new approach where, in contrast to in the conventional solutions where the coil axis is usually superposed on the damper axis and where the inner cylindrical housing is part of the magnetic circuit, the coils are wound in a direction perpendicular to the damper axis. The paper investigates approaches to optimizing the dynamic response and provides experimental verification.Both experimental and theoretical results have shown that, if this particular model is filled with an 'MRF 336AG' MR fluid, it can provide large controllable damping forces that require only a small amount of energy. For a magnetizing system with four coils, the damping coefficient could be increased by up to three times for an excitation current of only 2 A. Such current could be reduced to less than 1 A if the magnetizing system used eight small cores. In this case, the magnetic field will be more powerful and more regularly distributed. In the presence of harmonic excitation, such a design will allow the optimum compromise between comfort and stability to be reached over different intervals of the excitation frequencies.