1986 Suzuki Samurai on 2040-cars

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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.

Remembering Suzuki of America... in commercials

American Suzuki Motors is leaving us, but as long as the lights are on at YouTube, its commercials will stay behind to remind of the times we shared. We dug up nine commercials - sort of like a Time Life infomercial for an entire brand - and among the starring actors are the X-90 improving the 90s with the help of a Pez dispenser, the Peter Pan-ish Sidekick, Optimus Prime getting his pipes all smoked up over the 1987 Samurai and an XL7 that would have sold in the millions if its commercial were even half true.
We've also included a remarkably oddball eight-minute featurette/commercial about a giant Suzuki Swift. You'll find the retrospective in the videos below. Enjoy.

Court approves Suzuki bankruptcy plan

Suzuki has won approval for its Chapter 11 plan to stop selling cars in the US and concentrate instead on the company's powersports products. Judge Scott C. Clarkson of the US Bankruptcy Court for the Central District of California approved the plan after the company's creditors agreed to the conditions.
Suzuki will now sell its motorcycle, ATV and marine divisions to the newly minted Suzuki Motor of America subsidiary under the Suzuki name. The new company will be wholly owned by Suzuki Motor Company. This is the final piece of the company's restructuring puzzle.
The company says it will now be able to grow its powersports businesses here in the US and also provide auto parts and service to current Suzuki owners through what's left of the company's dealer network. You can check out the brief press release on the bankruptcy plan below.