For years, car manufacturers have been fine-tuning the sounds of their electric vehicles (EVs), striving for a blend that feels both futuristic and familiar to those accustomed to traditional engine noises.
Typically, these EV sounds have settled into a range between a whir and a hum, often compared to the sound of a flying saucer—though not always in a positive sense. However, a new survey suggests that people might prefer something entirely different.
This online survey, involving 400 adults in the US, revealed that the most favored sound was a “non-tonal” noise, closely resembling that of a gas-powered car. Conducted by the sonic branding agency Listen and the neuromarketing research firm CloudArmy, the survey asked participants to rank various sounds based on likability, noticeability, familiarity, and pleasantness, featuring five tonal and five non-tonal sounds.
The two top-rated sounds were non-tonal and similar to white noise with slight pitch variations. Participants preferred these non-tonal sounds over the tonal ones, which were often described as “alarming,” “ugly,” and “unappealing.” The non-tonal sounds were liked for their resemblance to white noise or natural sounds, and for being more similar to conventional car noises.
This preference might be unexpected for automakers, who have invested heavily in creating distinctive EV sounds. For example, BMW hired film composer Hans Zimmer to create soundscapes for its i4 electric sedans, while Mercedes-Benz collaborated with Will.i.am on an “interactive musical experience” for its cars. The Fiat 500e even plays classical music at low speeds.
Some manufacturers are taking a different approach by simulating exhaust sounds to make up for the absence of engine noise. Dodge has branded its simulated engine noise as the “Fratzonic Chambered Exhaust System.” While the survey suggests that people may prefer conventional car sounds for their EVs, it’s uncertain how these artificial noises will be received.
Government regulations require EVs to emit sounds at low speeds to alert pedestrians, with frequencies between 1,000 and 4,000 Hz, which are within the higher range of the human voice. While these sounds effectively attract attention, they often have a negative impact.
Adopting non-tonal, white noise-like sounds might be a better solution, making the contributions of famous composers and hip-hop artists unnecessary.