EA's said it's not ignoring how poorly received last year's Need for Speed, The Run was among some editorial groups and consumers.
Speaking to CVG in a just-published interview, EA Labels president Frank Gibeau said although he's proud of the Black Box-developed instalment, "I don't want a 60, I want an 80+".
This year's game, Need for Speed Most Wanted, is being developed by Hot Pursuit studio Criterion.
"We're not happy with the reception that we got on Need for Speed: The Run. We tried a lot of new things; we added linear moments and action scenes between level to try and spice it up... but frankly it just didn't come together to the level of quality that I wanted or that the Need for Speed team wanted.
"So we're going to try something different and Criterion is going to take a shot at innovating in that category."
Gibeau continued: "[The Run] did well and there's a lot about it that we really liked and were impressed with, but ultimately we want to make 80-90 rated games and it was a bit of a shock to see how poorly received it was with some editorial groups and customers.
"We don't ignore that feedback, but we don't curl up into a ball and cry either. We try to do something about it. Criterion were always planned to be on this next one. Now it's the time to dial it up and go even bigger."
On the subject of The Run's developer, EA Black Box, the EA exec said the publisher will not be changing its dual studio strategy.
"We're going to continue to pursue the dual strategy of alternating studios and that will always be the strategy, but we will optimise the business to maximise quality and to maximise what we need to do."