Music, film/TV, games… yes. But another frontier is opening for sound design you might not expect: cars. That has led automaker Jaguar to sound designer Richard Devine, and that in turn means when this Jag accelerates, it sounds like it’s headed into hyperdrive, bound for the outer rim.
Sounds will be another differentiation point of the auto brand experience, a way to set luxury vehicles apart, it’s true. But when it comes to engine noise, there is actually a safety issue. Fully electric cars don’t make the noise that internal combustion engines do, which means you can’t hear them coming – which makes them dangerous.
The cool thing is, manufacturers are finally beginning to consider aesthetics in sound design. And in a world that’s flooded with repetitions of the Windows startup sound, that Nokia theme tune (only mostly driven away by the iPhone), horrible sirens, beeps, and whatnot, this couldn’t come a moment too soon.
Richard Devine has been doing sound design across various industries, from sounds used in films to strange presets you find lurking in your plug-ins (as well as making some great music himself). Now at last he can share publicly that he did sound for the mighty Jaguar, and its all-electric I‑PACE car.
The design team at Jag get to crow about their work in a company blog post:
Here’s how the external sound system works:
The engine acceleration noise is cool, and with good reason – this car may be ecologically minded, but it also does 0 to 60 in 4.5 seconds. (I’m not advertising for Jaguar, though… uh, hey Jag, I accept money. And automobiles. Be in touch.)
Iain Suffield, Acoustics Technical Specialist at Jaguar:
“We have taken a completely blank canvas and worked with electronic musician and sound designer Richard Devine to interpret the design language of the vehicle, to create building blocks of sound we can craft into the I-PACE.”
And they’ve worked on every aspect of the sound: “The Stop/Start noise of the motors, the audible vehicle alert system, the dynamic driving sounds all have been designed completely from scratch.”
From the outside, the car hums. Inside the cabin, you get different sound sets to reward you as you engage “dynamic” mode, and there is manual customization. (Yes, your car has sound sets. I’m waiting until I can drive a car that looks like a LADA on the outside but sounds like the Enterprise-D on the inside. I’ll keep dreaming.)
You can expect major car companies to enlist these sorts of sound departments more frequently, along with other manufacturers of various products keen to engage customers. And since these teams are developing internally, as well as hiring outside creative talent as with Richard Devine, that means more opportunities for music producers and audio engineers.
So the next time you’re obsessing over getting a sound right and layering instead of just dialing in a preset the easy way, think of it as a career investment. It worked for Richard.
Previously on CDM, German maker Audi following a similar path:
Plus a homebrewed solution for bicycles:
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