People Want EVs To Sound More Car-Like Than Sci-Fi

How a car sounds has been a huge topic of debate for automakers, seemingly since the automobile was invented. Whether it was taming a large-capacity engine to keep its cabin whisper quiet in luxury applications or ensuring the guttural sounds of a V8 muscle car penetrate one’s chest, sound design has very much been a thing for engineers.

It’s a slightly different scenario when it comes to electric vehicles, not least because the near-silent whirring of an electric motor doesn’t quite have the same nuance as the very mechanical sounds of combustion. But EVs must emit some noise for safety reasons.

Read: Oscar-Winner Hans Zimmer Came Up With These Sounds For BMW’s New i7

The National Highway Traffic Safety Administration (NHTSA) mandated in 2018 that new EVs must emit warning sounds when traveling at speeds up to 18.6 mph (30 km/h). The agency projected that these regulations would cost the automotive industry about $40 million annually for external waterproof speakers but would save up to $320 million by reducing pedestrian injuries.

Since then, EVs have come with a variety of different sounds, with the challenge being to balance the noticeable synthetic noises with how people like them. An added challenge is the government’s requirement to have some high-frequency information, too.

However, according to a recent survey, high-frequency sounds can be annoying and contribute to ear fatigue. Instead, respondents preferred noises that were akin to wind, water, and white noise versus others that were labeled as more “sci-fi” in nature. The study published by sonic branding agency Listen and market research firm CloudArmy comprised of more than 400 American adults, half of whom already owned an EV.

By being more inclined toward “whooshing” sounds, it was noted that a preference for the traditional sounds of cars was prevalent. Participants evaluated 10 sounds, split between tonal and non-tonal categories. The non-tonal sounds scored higher in terms of likability and were considered more car-like, though tonal sounds had a slight edge in noticeability.

Speaking to Auto News, Paul Amitai, Executive Strategy Director at Listen, explained the appeal of these naturalistic sounds: “If you think about a lot of the sounds your car is making, they are more in that kind of textural range,” he said. This non-hummable sound feels more authentic and car-like to respondents, aligning with the noises traditionally heard from gasoline-powered vehicles.