What do we use cookies for?
We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.
Ustwo proposes sound system for future electric vehicles
US – The project is a response to a recently passed rule that all electric vehicles must emit a form of sounds while travelling at speeds of up to 19mph.
In 2016, sales of electric vehicles grew by 41% globally, according to Forbes. With the number of electric vehicles on the rise, several car manufacturers are working on replicating engine sounds before the rule comes into effect in 2019.
By looking at different challenges such as automotive branding, urban soundscapes, and population wellbeing and sound design, the design studio offers a variety of audio solutions for electric vehicles.
On producing the sounds, the vehicles were put through tests that examined how sudden changes in sound may communicate risk, as well as how different people perceive risk.
As well as safety, the project also focused on conversation around branding. ‘Historically, the engine sound of a vehicle has been part of the brand expression,’ read a statement from the brand. ‘This might be the time for OEMs to rethink the purpose of the external sound in general.’
The Big Picture
- As technological innovation changes the way cities function, it offers an opportunity for brands to be part of the conversation and to influence infrastructure.
- See how Nissan also tapped into the future potential of cities in our Briefing report
Most Recent
1
Edu-packaging heralds a new direction for phygital play:
From chocolate to home deliveries, packaging is fast becoming a canvas on...
2
How beauty is being refined for Generation Z:
New brands are targeting teens by re-inventing coming-of-age skincare...
3
Brightseed maps the dark matter of nutrition:
Emma Cooper-Mullin, director of brand marketing at biotech start-up...
4
Heritage Refashioned:
At a time of greater brand transparency, the luxury sector is looking...
5
Graphic Activism:
Activism narratives are being reframed through the lens of one-world,...
6
Off-price Retail Strategies:
To counteract the surplus stock resulting from Covid-19 closures and slower...
7
What’s next for Millennial family travel?:
Sara Clemence, co-founder of family travel network The Expedition,...
8
Inclusive exclusivity is the new retail experience:
With retail experiences limited by the pandemic, brands are driving desire...
9
Asian Urban Farming Market:
Concerns about food security, climate change and loss of livelihood are...
10
Gen Z Perspectives: US:
Yale graduate Tarek Ziad unpacks the phenomenon of cottagecore and what’s...
11
Digital Twin Cities:
From Silicon Valley to Stuttgart, digital twins of the built environment are...
12
China Luxury Retail Market:
As its economy bounces back, China is becoming the global gauge for luxury...
13
Sensory Destinations:
As tourism emerges from a period of adversity, marketers are selling the...
14
Deadstock Designers:
As the pandemic leaves fashion brands with a glut of unsold apparel,...
15