Mercedes chief embraces synthetic V8 sound for electric AMG models

Ola Källenius, chief executive of Mercedes-Benz, told a UK car magazine that the synthetic sound system in the electric AMG CLA 45 gave him the feeling of a genuine V8, prompting him to compare the experience to a born-again conversion. The vehicle employs artificial noises, simulated gear-shift pauses and seat-mounted shakers to mimic the auditory and tactile cues of a gasoline engine. Mercedes has already deployed basic synthetic soundscapes in some mainstream EVs, but the AMG version adds multiple feedback mechanisms to satisfy performance enthusiasts.

Competitors such as Hyundai with its Ioniq 5 N and Dodge with an electric Charger Daytona have also tried to fill the sensory gap, albeit with varying success. Källenius, who previously led AMG and oversaw operations at McLaren, believes this sensory strategy is vital as Mercedes shifts from a separate EQ brand to embedding electric drivetrains within its established nameplates. The move follows a rocky start for the first-generation EQ models in America, which led to price cuts and a production pause, and a softened goal of full electrification by 2030. He cautioned that most consumers are not yet ready for a complete transition to EVs, leaving the market acceptance of these theatrics uncertain.