Mercedes-Benz CEO Ola Källenius has found religion in synthetic engine noise.
He said his conversion occurred while driving the new electric version of the AMG CLA 45, Mercedes’ performance sedan. It uses artificial sounds and sensations to mimic a combustion engine car.
“I was like a born-again Christian,” he told the British car enthusiasts publication Coach. “It was the best V8 I had ever driven: it had the feel of a V8, but with more power and torque.”
Electric vehicles have presented numerous design challenges for existing automakers, forcing decades-old brands to rethink everything from exterior styling to the car digital cabin layouts.
Sound is particularly tricky for performance brands: EVs accelerate without the growl of the engine, the gear changes or the exhaust note. Hyundai’s Ioniq 5 N And Dodge’s electric charger Daytona have tried to fill that sensory gap with simulated sounds and shifts, with varying degrees of success.
Mercedes already offers synthetic soundscapes in some mainstream EVs. The AMG sports-branded models go one step further, with multiple forms of sensory feedback that mimic the sensations experienced by gas-powered racers.
Like the Dodge and Hyundai, Mercedes’ EV system pumps sound into the cabin. Unlike other performance EVs, the AMG also introduces power cuts during simulated shifts, like a gasoline car does when shifting gears, and seat shakers to mimic combustion engine vibrations.
Källenius, who previously led AMG and was executive director of operations at supercar manufacturer McLaren, said the Mercedes-AMG-based system had won him over.
It is an important moment for Mercedes to complete the sporty EV experiment. Are first generation EQ models struggled to find customers in America, which eventually led to price cuts in the US and a pause in production. The company also softened its previous ambition to be fully electric by 2030.
Now the luxury automaker has a new approach. Mercedes is folding electric powertrains into familiar nameplates rather than maintaining a parallel EQ family.
Still, Källenius said that “consumers are not quite ready yet” for a complete switch to electric vehicles.
Whether these theatrics can convince traditional AMG buyers to opt for an electric car while the gas equivalent is available from the same dealer remains an open question.
Mercedes-Benz did not immediately respond to a request for comment.
