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Pentagram aims to cut through the noise of EV sound design

What does an electric vehicle sound like when it goes from 0 to 60, when it signals a turn, when it’s powered down for the night? EV motors have fewer parts and are therefore incredibly silent, which presents safety concerns for drivers who recognize speed by sound and pedestrians who canÂ’t hear an approaching vehicle.  In 2019, regulators in Europe and the U.S. began requiring EVs to have warning sounds, but they left it up to the car manufacturers to choose those sounds. Many have taken the new legislation as an opportunity to not only create a branded sound, but also to stir up some marketing hype by enlisting famous musicians to compose the noise of an electric engine. Hans Zimmer created the Blade Runner-esque sound concept for BMWÂ’s i4 electric sedan, and, strangely, Linkin Park is creating EV sounds for BMW.  Sound designer Yuri Suzuki, a partner at design consultancy firm Pentagram, recently conducted a research project into the crucial role electric car sound has on a userÂ’s safety, enjoyability, communication and brand recognition, out of which he developed a range of car sounds. Suzuki says that while some automakers have chosen beautiful and interesting car sound designs, chasing celebrity clout is not the way to go when designing the sound behind serious machines.  “We really have to design carefully based on the psychological effects on a human,” Suzuki told TechCrunch. “ItÂ’s all about the relation between the human being and the machine itself.” Suzuki says smart sound design can help ease the difference between human and car by providing a shared language. Based on surveys he conducted, Suzuki came up with two new skeuomorphic electric engine sounds as well as adaptive sounds that reflect the time of day and the location of the drive.  His engine sounds are reminiscent of internal combustion engine revs, providing both drivers and pedestrians with a recognizable indication of speed increasing and decreasing. The sounds are placed at different pitches: one quite low, like a spaceship taking off; the other a bit higher, like a hovercraft vertically ascending. Audi, Ford and Jaguar Land Rover have also chosen to make futuristic copies of gasoline engines for some of their new electric vehicles.  SuzukiÂ’s sound design also includes in-car sounds, like powering on, turn signals or horn honking, that use AI to adapt to the time of day.

Which automaker's 84-year-old CEO is making investors nervous?

We haven't heard much about Suzuki since it decided to leave the US market in 2012, but things are going well for the little automaker these days with the recent announcement of record annual profits. It would seem that investors should be ecstatic, but they are starting to question the man at the helm. Company president and chairman Osamu Suzuki is now 84 years old and is guaranteed at least one more year as the leader, but shareholders want to know who is taking his place when the inevitable happens.
We're not being ageist, here. As long as the Suzuki can run the company to the satisfaction of investors, he absolutely deserves the top spot. According to Bloomberg, the issue making shareholders so edgy is that the business doesn't have a transition plan in place. The president obviously isn't a young man, and folks are worried that if something happens suddenly, there could be chaos deciding a successor and a free-falling stock price.
Suzuki's tenure at the company is somewhat astounding. He married the granddaughter of the founder and took her name because the family had no male heirs. In world where many people hope to retire as soon as possible, he's worked for the same automaker for the last 50 years, including stints as company president from 1978 to 2000 and 2008 to the present. Investors aren't questioning the president's ability as a business leader; they just want a clearer understanding of the automaker's future direction.

Suzuki releases another Baleno image for Frankfurt

The Suzuki Baleno is a tiny five-door that arrives in the UK next summer, but Suzuki is giving its newest model a big reveal at the 2015 Frankfurt Motor Show on Sept. 15. Until then, the soon-to-be-independent Japanese brand is continuing to tease the little guy, promising to "raise the bar for compact hatchbacks." The exterior of the Baleno adapts the iK-2 concept, and the two of them look practically identical. Under the skin, the hatchback gets Suzuki's new platform that's lighter and more rigid. Power comes from a 1.0-liter direct-injected and turbocharged engine that Suzuki calls the Boosterjet. For added propulsion, a mild hybrid layout also allows the starter to provide extra assistance. Until we can actually check the Baleno out in Frankfurt, the gallery above shows all of the teaser images for the compact, so far. SUZUKI BALENO HATCHBACK TO DEBUT AT 66TH IAA FRANKFURT MOTOR SHOW 31/08/15 Suzuki's ideal compact hatchback The all-new Baleno which will make its world premiere at the 66th IAA Frankfurt Motor Show* will raise the bar for compact hatchbacks. Since manufacturing its first car in 1955, the Suzulight, Suzuki has produced a variety of compact cars that deliver value much greater than their sizes. Developed using the company's compact car expertise, the Baleno has an elegant and powerful design, a spacious cabin and luggage space plus a host of new technologies. The new technologies include a rigid, lightweight new generation platform, highly responsive 1.0-litre direct-injection turbo BOOSTERJET engine, and SHVS (Smart Hybrid Vehicle by Suzuki) featuring engine assist by an integrated starter generator. All of these contribute to a fun yet efficient driving experience, giving the Baleno much more than just good looks and convenience. In addition to fulfilling fuel efficiency and dynamic performance expectations, the layout has been optimised and various technologies used to reduce weight in order to meet the rigorous size and weight requirements specific to compact cars. The new Baleno will be launched in the UK early next Summer. Further details of the Baleno will be disclosed at the Suzuki press conference at the Frankfurt Motor show. The conference will be held at 1.15pm on Tuesday 15th September. We look forward to welcoming you on stand B12 in Hall 9.0. Learn more at http://www.globalsuzuki.com/iaa2015/, a special Baleno website. *At Messe Frankfurt, Frankfurt am Main; press days 15-16 September, public days 17-27 September. ENDS.