Blog Post
Driving Innovation Through Sound
Driving Innovation Through Sound
Posted on
03 Sep 2025
Category
Automotive Sound Design
03 Sep 2025 • Automotive Sound Design
Road Ready
Investing in automotive audio design is no longer optional. Acoustic Vehicle Alerting Systems (AVAS) are now mandatory in most major vehicle markets around the world. While the regulations vary by region, they share the same goal of creating a safer experience for pedestrians and passengers alike. Our team has studied the standards inside and out to perfect the balance of safety and storytelling, and now Audio UX® has been trusted to design regulatory sounds for over a dozen vehicles (and counting).Together with partners like Rivian, , Amazon, , Fisker, and , we're Driving Innovation Through Sound™
We created a comprehensive audio identity for Rivian that balances safety, brand expression, and environmental harmony.
Safe and Sound
Electric vehicles (EVs) are naturally quieter than internal combustion engine vehicles (ICEVs). Without the continuous, controlled explosions of combustion engines, EVs are harder to hear. According to research, as conventional vehicles, and that risk increases to threefold when in urban areas. On the other hand, sound-enabled EVs are far more detectable than quiet cars. This gives pedestrians more time to react. But do they all have to sound the same? The short answer (and good news) is no. Broadly speaking, AVAS regulations define frequency and loudness targets over time measured at different speed intervals. In practice, this is a very strict and scientific process that is also heavily influenced by the physical sound modules and where they are located, but it leaves plenty of space for creativity when working with the right team. There is no law mandating that they sound like UFOs or angelic choirs. They can be made of real instruments, noise, or sound effects so long as they fulfill the standards and protocol. They can even sound like a modern evolution of an ICEV, as we created with the Amazon electric delivery vehicle.
We worked with Rivian to create the sound of the Amazon Prime Electric Delivery Vehicles.
AVAS to ADAS
While AVAS sounds are primarily intended for the audio user experience of pedestrians, ADAS sounds enhance the driver experience. Advanced Driver Assistance Systems use various sensors, software, and even cameras to monitor for potential incidents. They then alert the person behind the wheel by means of visual indicators, sounds, and other forms of feedback in an effort to prevent avoidable accidents. Thoughtfully designed ADAS sounds can help to improve reaction time and takeover time for automatic functions. If you drift across lanes, or someone sneaks up behind you, Lane Detection Warnings and Blind Spot Detection chimes can give an audible heads up. With AI Dash Cams, the technology now exists to scan for more risks such as drowsy drivers, waking up sleepy drivers with a combination of sounds and speech messages to guide them to a rest stop. In addition to other features like distracted drivers and cell phone use is particularly helpful for fleet management companies monitoring many drivers over long hauls. We're working with brands like Verizon Connect and Nauto, combining conversation design with earcons to manage complex scenarios with sound.
Artificial intelligence meets auditory intelligence in our audio architecture for Nauto.
Augmenting Reality
We're innovating on ADAS by creating more intuitive audio experiences. By placing sounds in the most meaningful locations around the cabin, driving becomes safer, smarter, and more immersive.Rather than every alert emanating from the front of the vehicle, certain cues can be localized towards their source. For example, if a car sneaks up on the left side of the car, a Blind Spot Warning will sound like it's coming from the rear left. If the car drifts into the right lane, the Lane Detection Warning can play from the right-side speaker array.Audio UX® has pioneered capabilities, including Bose AR and Bose Frames. We took our design system approach to develop an interactive auditory experience to showcase the Bose SeatCentric Aware Signal Steering.
We created an immersive audio user experience with Bose to showcase the power of SeatCentric Aware Signal Steering.
Noise Solution
Traffic contributes up to . Of that, 79% is contributed by RTN (road traffic noise), with the remaining 1% is caused by peripheral noise from railways, air traffic, and construction sites.As we reintroduce sound (AVAS) to EVs, we need to be conscientious about adding unnecessary noise. We are continuously working towards a harmonious balance between minimum thresholds for safety, and overall maximum outputs for noise. Electric vehicles, in addition to quiet road surfaces and soundscapes, can help mitigate the harmful effects of noise pollution. As cities and cars get even smarter, autonomous systems may be the noise solution of the future. Listen to our take on the future of autonomous audio branding.
The Future of Automotive Audio Branding
At Audio UX®, we always challenge each other to reimagine sound. In 2019, we created this campaign to transcend the technology of our time and imagine the future of automotive audio branding. We see a world of beautifully branded audio, improving lives for pedestrians and passengers alike. As our journey takes us closer to that future, the power of sound has only become more important.
Sonify Your Story
Don't let a lack of sound strategy slow you down.
