Effect of Driving Sound of Electric Vehicle on Product Attractiveness

Abstract

Product sounds are an effective means of communicating product features. However, the existing research on electric vehicle (EV) driving sounds has focused on noise reduction and pedestrian safety. Discussions from the perspective of improving product attractiveness and creating value are lacking. This study examined the effects of the driving sounds of gasoline-powered vehicles and EVs in the Japanese automobile market using randomized controlled trials. For verification, we prepared four types of cars with three types of driving sounds (gasoline-powered engines, gasoline-powered sports engines, and EV motors) for 12 movies. This makes it possible to evaluate the effects of the driving sounds equally. As a result, we clarified that the driving sound of EVs enhances the evaluation of product attractiveness compared to the sound of gasoline-powered sports vehicles. This result implies that practitioners should be aware that recent consumers tend to be more attracted to EVs than gasoline-powered vehicles. Consumers have a beautiful and sophisticated impression of the EV category and electrified future. The results confirm that consumers find the engine of a sports car confusing but find the quietness of EV attractive. The trend toward a higher evaluation of EV motors is more pronounced among younger generations and men. Therefore, although products that restore loud engine noise, despite EVs, exist, the concern is that the direction that companies should aim for is different. This study goes beyond noise reduction and safety assurance and demonstrates the importance of sound design that conveys attractiveness.