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So how do you then come up with the right sound for the right car? It’s about finding the right balance between information and emotion. And obviously it’s so critical, isn’t it? Because you know electric cars naturally they don’t really have any sound. Silence is precious. It just comes to my mind this this quote from Modzart who said that the music is not just in the notes but it’s in the silence in between. And that’s the reason why for instance when we designed the the the sound for the personal experience of the car also for the 9 class it always start from silence. You’ve got to tell me more about designing hypersonics as well. What have we got to look forward to? Hypersonics is the name that we have chose for the sound family for the no class and it’s a word that is made up of two single words which is hyper and sonics. In the middle there is the word person. Hyper sonics. The intention with no class is to be humanentric. It means that we start from the human experience and human feeling to explore new words. That the human centricity, it’s part of our intention. It’s part of our target. It’s part of our base understanding of what we want to provide people with.
In the third episode of Inside Neue Klasse, Nicki Shields sits down with Renzo Vitale, Creative Director Sound BMW, who reveals the ambitions behind the sound family of the Neue Klasse.
Watch the full episode on our YouTube channel and learn more about the Neue Klasse on BMW.com
Stay tuned for the FINAL episode next week, recorded live from the IAA Mobility 2025 in Munich 📍
The new BMW iX3.
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BMW iX3 50 xDrive: WLTP energy consumption combined: 17,9 – 15,1 kWh/100 km; WLTP CO₂ emissions combined: 0 g/km; CO₂ class: A; WLTP electric range: 679-805km
BMW Individual Steering Wheel in digital white available for order optionally starting from 01/26.
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