The electric future may not include the familiar rumble of a V8 engine. But automotive sound designers might want to make EVs sound a little bit more like, well, cars.
That’s according to a recent study conducted by sonic branding agency Listen and market research firm Cloud Army.
The pair polled more than 400 people in the US about their preferences on car sounds. The question is timely, with automakers poised to sell millions more battery-powered vehicles in the coming years. Those vehicles have a unique characteristic that, according to Paul Amitai, Listen’s executive strategy director, presents both “an opportunity and a challenge”: They’re basically silent.
“You now have essentially a blank slate to create something that is functional, that suits the needs of pedestrians, and particularly blind and low-vision pedestrians,” he said. “But also brands see that as an opportunity to create something that is potentially distinctive, that when you hear that car driving down the street, you’ll recognize it. And that has a long history in ICE vehicles as well…You would recognize a Ford Mustang or a Harley-Davidson.”
The sound of silence: Silent vehicles present obvious safety concerns.
That’s why US regulators require EVs driving under a certain speed to have acoustic vehicle alerting systems (AVAS) to let pedestrians know they’re approaching.
But Listen, which has automotive clients, is advocating for industry-wide AVAS design standards. In its report, the company argues that automakers need to rethink their sonic strategies for EVs.
“Without introducing creatively restrictive standards,” the report states, “we do believe that applying consistent approaches to the following sonic characteristics of AVAS sounds across the industry could help pedestrians to build their recognition of electric vehicles and reduce the dissonance or prevalence of conflicting AVAS sounds in our environmental soundscape.”
Shh: The survey revealed that respondents preferred EVs with “non-tonal, typical car sounds” rather than some of the more “futuristic” sounds some car brands have employed.
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Amazon, for example, has been known to use sounds when its delivery vans are backing up that have been compared to a “demonic crow.”
Ferrari reportedly is including an artificial V8 rumble on its first electric model. General Motors has put a didgeridoo to use in the development of sounds for its electric Cadillacs, USA Today reported. Muscle car brand Dodge created a “Fratzonic Chambered Exhaust” system for its Charger Daytona EV to recreate the experience of an engine. And BMW’s M Series EV features “cinematic” sounds designed by film composer Hans Zimmer.
Listen designed and tested five tonal and five non-tonal vehicle alert sounds to gauge respondents’ preferences. The results suggested that tonal sounds “are perceived as significantly more alarming and ugly, while non-tonal sounds are perceived as significantly more familiar, pleasant, and likable.” Instead, respondents seemed to prefer more natural sounds with a white noise effect.
This may seem like bad news for car brands looking to create a unique sonic experience, but the report’s authors suggest a compromise of sorts: designing AVAS sounds within a limited spectrum of musical key signatures, which would still give brands some creative leeway while creating a better experience for pedestrians. Another idea is to implement a single AVAS sound for all EVs, similar to how ambulance sirens have a distinct, uniform sound.
Amitai hopes that the findings will encourage automotive sound designers not to rely on AVAS sounds as the best brand opportunity.
“The exterior should really just be…human-centered, environmentally oriented, to make sure that it’s meeting those regulations,” he said. “But done in a way that is mindful of the environment in which they’re going to be heard.”