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Vehicles powered by electric machines offer the advantage to be more silent than vehicles equipped with an internal combustion engine. On the one hand, the reduced noise levels enable an improvement of the inner-city noise pollution. On the other hand, quiet vehicles entail risks not to be acoustically detected by surrounding pedestrians and cyclists in the lower speed range. The emitted noise can easily be masked by the urban background noise. Therefore, the UNECE has founded an informal working group which is currently developing guidelines in terms of an exterior noise required for detecting Quiet Road Transport Vehicles (QRTV). With the introduction of an Acoustic Vehicle Alerting System (AVAS), not only the exterior noise but also the perceived interior noise for an enhanced driving experience can be considered. Nevertheless, car manufactures have a big interest in maintaining their perceived brand identity.