BMW IconicSounds Electric

As electric vehicles continue to make up a larger share of the automotive marketplace, auto brands, governments, and consumers have identified one aspect noticeably absent from these vehicles — sound. To reinvigorate the experience between driver and electric vehicle, BMW created the revolutionary BMW IconicSounds Electric initiative; a visionary sound offer created to underline the emotional aspect of future electrified vehicles. BMW Sound Designer Renzo Vitale had already started to develop new sound concepts and there was no better partner for this project than the Grammy and Academy Award-winning composer, Hans Zimmer. Zimmer says of the initiative, “Sound defines personality. It adds emotion and depth to a character. Right now, we’re at a really exciting point – shaping the sound of the future.” The pioneering partnership aims to create harmony between the driver and the electric vehicle. “Sound has always played an important role in the emotionalization of our vehicles. Now we are taking the joy of sheer driving pleasure to a new level and are particularly pleased to be working with Hans Zimmer to create the new sound world of electric mobility at BMW,” says Jens Thiemer, Senior Vice President, BMW Brand. The IconicSounds Electric program is a statement for the driver – and so is its sound. “When the driver interacts with the accelerator pedal it is not only a mechanical touchpoint but also a performative element,” said Zimmer.