This work aims to investigate the effects of feed rate on surface roughness (Ra) and tool wear (VB) and to obtain the optimal operating condition of the feed rate in dry hard turning of AISI 4140 chromium molybdenum steel for automotive industry applications using TiN+AlCrN coated inserts. AISI 4140 steel bars were employed in order to carry out the dry hard turning experiments by varying the feed rates of 0.06, 0.08 and 0.1 mm/rev based on experimental design technique that can be analyzed by analysis of variance (ANOVA). In addition, the cutting tool inserts were examined after machining experiments by SEM to evaluate the effect of turning operations on tool wear. The results showed that averages Ra and VB were significantly affected by the feed rate at the level of significance of 0.05. Averages Ra and VB values at the feed rate of 0.06 mm/rev were lowest compared to average values at the feed rates of 0.08 and 0.1 mm/rev, based on the main effect plot.