Mercedes CEO converts to fake V8 sounds in EVs

• Mercedes-Benz CEO Ola Källenius has become a proponent of synthetic V8 engine sounds in electric vehicles.
• He described his positive experience with the sound and feel of the electric AMG CLA 45 as transformative.
• The system in Mercedes' performance EVs includes simulated engine noise, power interruptions for gear shifts, and vibration feedback.
• Mercedes is shifting its EV strategy to integrate electric powertrains into existing model lines.
• Källenius acknowledged that consumer adoption of EVs is still progressing.

Mercedes-Benz CEO Ola Källenius has become a convert to the use of synthetic V8 engine sounds in electric vehicles, likening his experience to being 'born-again Christian.' Källenius shared his conversion after driving the new electric version of the AMG CLA 45, Mercedes' performance sedan, which utilizes artificial sounds and sensations to replicate a combustion-powered car.

He told UK publication Autocar that the electric V8 offered 'all the feeling of a V8 but with more power and torque.' Electric vehicles present design challenges for established automakers, particularly in replicating the sensory experience of traditional performance cars. While EVs are typically quiet, brands like Hyundai and Dodge have introduced simulated sounds and gear shifts to fill this gap. Mercedes already incorporates synthetic soundscapes in some EVs, with its AMG models offering enhanced sensory feedback, including simulated gear changes and seat vibrations mimicking combustion engine sensations.

Källenius, who previously led AMG and worked at McLaren, found the Mercedes-AMG system particularly convincing. This development is crucial for Mercedes as it navigates the transition to electric performance vehicles. The company's initial EQ-branded electric models faced challenges in the U.S. market, leading to price cuts and production pauses, and a revision of its all-electric by 2030 ambition. Mercedes is now integrating electric drivetrains into familiar model names instead of maintaining a separate EQ family. Despite these efforts, Källenius acknowledged that consumer readiness for a full EV transition is not yet complete, leaving the question open as to whether these simulated experiences will sway traditional AMG buyers towards electric models.