2007 Suzuki Forenza on 2040-cars

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Pentagram aims to cut through the noise of EV sound design

What does an electric vehicle sound like when it goes from 0 to 60, when it signals a turn, when it’s powered down for the night? EV motors have fewer parts and are therefore incredibly silent, which presents safety concerns for drivers who recognize speed by sound and pedestrians who canÂ’t hear an approaching vehicle.  In 2019, regulators in Europe and the U.S. began requiring EVs to have warning sounds, but they left it up to the car manufacturers to choose those sounds. Many have taken the new legislation as an opportunity to not only create a branded sound, but also to stir up some marketing hype by enlisting famous musicians to compose the noise of an electric engine. Hans Zimmer created the Blade Runner-esque sound concept for BMWÂ’s i4 electric sedan, and, strangely, Linkin Park is creating EV sounds for BMW.  Sound designer Yuri Suzuki, a partner at design consultancy firm Pentagram, recently conducted a research project into the crucial role electric car sound has on a userÂ’s safety, enjoyability, communication and brand recognition, out of which he developed a range of car sounds. Suzuki says that while some automakers have chosen beautiful and interesting car sound designs, chasing celebrity clout is not the way to go when designing the sound behind serious machines.  “We really have to design carefully based on the psychological effects on a human,” Suzuki told TechCrunch. “ItÂ’s all about the relation between the human being and the machine itself.” Suzuki says smart sound design can help ease the difference between human and car by providing a shared language. Based on surveys he conducted, Suzuki came up with two new skeuomorphic electric engine sounds as well as adaptive sounds that reflect the time of day and the location of the drive.  His engine sounds are reminiscent of internal combustion engine revs, providing both drivers and pedestrians with a recognizable indication of speed increasing and decreasing. The sounds are placed at different pitches: one quite low, like a spaceship taking off; the other a bit higher, like a hovercraft vertically ascending. Audi, Ford and Jaguar Land Rover have also chosen to make futuristic copies of gasoline engines for some of their new electric vehicles.  SuzukiÂ’s sound design also includes in-car sounds, like powering on, turn signals or horn honking, that use AI to adapt to the time of day.

Junkyard Gem: 1990 Suzuki Sidekick Convertible

When General Motors decided to create the Geo brand in 1989, for vehicles designed and/or built by Isuzu, Toyota, and Suzuki (strangely, the Daewoo-built LeMans kept its Pontiac badges even as the Corolla-based Chevy Nova became the Geo Prizm), the only Geo truck was the Tracker. The Tracker (later a Chevrolet) was really a Suzuki Escudo aka Vitara, and Suzuki decided to sell these trucks in North America with Sidekick badges. Here's one of those early Sidekicks, photographed in a Denver self-service yard with period-correct aftermarket wheels. The first-generation Tracker and Sidekick were sold here for the 1989 through 1998 model years, after which the Tracker name lived on for a few more years on the second-generation truck and Suzuki ditched the Sidekick name in favor of Vitara and Grand Vitara. Suzuki kept selling Grand Vitaras here until the very end (which came in 2013). This is the first Sidekick I've documented in the Junkyard Gems series, because they never sold as well as their Tracker siblings and have become quite rare. Power came from this 1.6-liter G16 engine, a bored-and-stroked version of the engines used in such machines as the Suzuki Samurai and (four-cylinder) Geo Metro. Carburetors were nearly extinct on new vehicles in the United States by 1990, but you could still buy a few throwbacks that didn't have EFI. Might as well brag a bit with a badge like this one! You could get the '90 Sidekick with a five-speed manual or a three-speed automatic, with your choice of rear-wheel drive or four-wheel drive. This one has the five-speed and 4WD. American Sidekick shoppers had their choice of a two-door hardtop or convertible version; this one is the convertible. It's equipped with exquisitely 1990s spoked wheels, complete with the stretched narrow-tire treatment. The brightly-painted interior trim pieces suggest more of a mid-2000s influence. Just over 150,000 total miles on the odometer. Leaf springs? No, the Sidekick got modern coils. In the Sidekick's homeland, the TV commercials went for a North African look. Related video:

Mitsubishi CEO vows to stay in US on heels of Suzuki's departure

By now, you're surely aware that Suzuki is pulling out of the US market. It was a bit of a foregone conclusion to most who've been paying attention to the automotive realm, but it still sent a small shockwave through the industry. And one of the most oft-heard retorts goes something like this: "Next up: Mitsubishi."
It's easy to understand why many question Mitsubishi's existence in the States. After all, now that Suzuki is gone, Mitsubishi is the Japanese automaker with the fewest sales in America. Furthermore, the automaker's market share has dropped from .7 percent to just .4 percent after seeing sales fall 29 percent to 50,103 units through October.
In any case, Mitsubishi fans needn't worry. Speaking to Automotive News, Mitsubishi President Osamu Masuko said, "We have no intention whatsoever of withdrawing from the US market." That's about as clear as clear can get. It's also worth mentioning that Gayu Uesugi was just named chairman of Mitsubishi Motors North America, and his main responsibility will be to revitalize the brand in the US.