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.
