This paper utilizes MATLAB/Simulink to simulate the vibration characteristics of the quarter-front MacPherson independent suspension of a sightseeing vehicle under random road conditions. Key performance indicators, including vehicle body acceleration, suspension deflection, and tire dynamic load, are comprehensively investigated. Focusing on the influence of suspension stiffness and damping on ride comfort and the service life of the vehicle, we conduct a comparative analysis by gradually changing the stiffness and damping parameters from the original design. Comparison of the simulation results across different stiffness and damping settings provides a profound understanding of how these parameters significantly affect the ride comfort and service life of the sightseeing vehicle. These findings not only provide valuable guidance for the design and manufacturing of customized optimized suspension systems for sightseeing vehicles, but also enrich the content and broaden the scope of current research.