Evaluation of Exhilarating Engine Sound by Randomized Controlled Trial

Abstract

<div>To realize the dynamics concept “enjoy driving” of new-model cars, engine sound was based on the concept of “exhilarating.” To achieve “exhilarating,” we compared current models with competitor cars to understand the countermeasure sound characteristics. As a result, it was found that the rumble noise at low-RPM medium load needs to be reduced. To reduce rumble noise, the crankshaft system and power train stiffness were refined. As a result, we were able to achieve our goal of exhilarating engine sound. However, as the evaluation of sound after a vehicle is sold is generally left to the user, there are few studies that examine whether a car is more highly evaluated based on the sounds it creates. Therefore, this study was conducted to evaluate concept compatibility and loyalty in relation to exhilarating engine sound in the U.S. market for Generation Z, the target group for the new car. The reason we surveyed loyalty was because it was a fair evaluation indicator when examining the value of a car from the user’s perspective. Three loyalty items, purchase intention, recommendation intention, and willingness to pay, which are commonly used in marketing to investigate product attractiveness, were used in the survey. For the evaluation, randomized controlled trials, which are considered to have a high level of evidence and are used in medical and pharmacological trials, were applied. As a result, it was found that the engine sound created this time conforms to the concept of “exhilarating,” is attractive to users, and increases car loyalty.</div>