A Key Role of Sound Branding

Electric vehicles have been rapidly gaining popularity over the past few years, and it's not hard to see why. They are environmentally friendly, cost-efficient, and offer a smooth and quiet ride. As we move towards a more sustainable future, electric transport is poised to play a major role in reducing carbon emissions and improving air quality.

But as the number of electric vehicles on the road increases, a new challenge arises: how can companies differentiate their electric vehicles from the competition? That's where sound branding comes in.

Sound branding is the art of creating a unique sound that represents a brand. Just like a logo or a tagline, sound branding can help a company stand out in a crowded market. And with electric vehicles, it's even more important because they are so quiet. In fact, some experts are concerned that the near-silent operation of electric vehicles could pose a safety risk for pedestrians and cyclists.

To address this issue, many car manufacturers are adding artificial sounds to their electric vehicles. These sounds, often referred to as "AVAS" (Acoustic Vehicle Alerting System), are designed to alert pedestrians and cyclists to the presence of an electric vehicle. But these sounds can also be used as a branding opportunity.

For example, the Nissan Leaf, one of the most popular electric vehicles on the market, features a sound called "Canto." This Nissan AVAS sound was created by a team of sound designers and is intended to evoke a feeling of excitement and anticipation. Similarly, the Porsche Taycan features an AVAS sound called "Electric Sport Sound," which was developed in collaboration with a Hollywood sound designer.

But sound branding isn't just about creating a unique sound for an electric vehicle. It's also about creating a brand identity that is consistent across all touchpoints. From the sound of the turn signal to the sound of the door closing, every sound that a customer hears should be carefully crafted to reinforce the brand's identity. 

So that people recognize – «Hey, this is the sound of AVAS Mercedes-Benz EQE approaching! ». And «This is the BMW i3 AVAS system, I recognize it from afar! »  And it also works with the fleets of electric scooters, mopeds. You can make your company stand out with sound. 

This is one of the touch points with the customer that also helps to secure silent electric transport.

In conclusion, as electric vehicles become more prevalent, sound branding will become increasingly important for car manufacturers. By creating a unique sound that represents their brand, companies can stand out in a crowded market and ensure the safety of pedestrians and cyclists. And as we move towards a more sustainable future, electric transport and AVAS sound branding will continue to play a key role in shaping the world we live in.


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