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Excitement, image and emotion are key attributes for cars, particularly those with higher power ratings. Engine sound has traditionally acted as the car’s voice, conveying these attributes to the driver and passengers along with the brand image. Engine sound also underpins the dynamic driving experience by giving instant feedback about how a car is operating, enhancing the connection between driver and vehicle. For decades, the automotive industry has engineered engine sound to achieve these benefits, thereby defining the ‘language’ of car sound. Electric vehicles deliver strong and responsive performance but naturally lack the acoustic feedback that internal combustion engines provide. While this gives advantages in terms of comfort and environmental noise, the benefits of engine sound are lost. Carefully controlled acoustic feedback inside the car’s cabin brings tangible and valuable benefits both for the dynamic driving experience and to convey the brand image.