BMW has revealed an all-new sound concept for its upcoming Neue Klasse electric vehicles (EVs), aimed at injecting a more “human” element into digital driving.
Developed by the in-house HypersonX team, this new audio experience will form an integral part of the user interface across future BMW EVs.
The sound design work, overseen by BMW Group Creative Director of Sound Renzo Vitale, breaks away from traditional EV acoustics, which are often criticised as sterile or overly synthetic. “We are creating sounds that express the soul of our vehicles and their connection with people,” Vitale said.
BMW's sonic rethink stems from the brand's desire to align digitalisation with emotional engagement. The team’s focus: warmth, humanity and precision - qualities that BMW believes will help define next-generation driving experiences.
From ambient tones to driving cues
Unlike previous efforts that used audio simply as a safety or compliance mechanism, BMW’s soundscape will span the entire interaction between car and occupant.
That includes welcome sequences, ambient tones inside the cabin and dynamic sounds triggered by driving behaviour.
The system is underpinned by modular software architecture, enabling real-time interaction between vehicle and driver through sound. It’s more than just feedback - it’s designed to feel intuitive and emotionally resonant.
BMW claims this initiative represents a paradigm shift in digital mobility. Rather than a collection of programmed tones, Neue Klasse’s audio environment responds like an evolving organism - adapting to driving styles, modes, and even environmental conditions.
A new digital identity
The Neue Klasse, set to debut in 2025 with the all-new ix3, marks BMW’s next major EV platform shift.
With sound now a deliberate component of vehicle personality, BMW is doubling down on multisensory brand identity.
Whether the HypersonX concept proves to be more than just acoustic artistry remains to be seen, but BMW is clearly intent on reasserting emotional connectivity in an increasingly digital car market.
