How does the BMW of the future sounds when interacting with the driver?
What kind of driver-car interaction will shape the future car experience?
amp has been chosen from BMW Innovation and Research for investigating the answers.

 BMW Cockpit. Where our project has been focused.

BMW Cockpit. Where our project has been focused.


  • Winner of pitch for concept and sound
  • Work together with BMW Innovation and Research and with BMW acoustic lab
  • Different creative routes / sound characters
  • Sound Design, voice casting and recording
  • Survey with sound simulator in a real BMW i3 electric car, analysis and results
  • Final recommendations
  BMW Group   Research and Innovation Center

BMW Group
Research and Innovation Center

The BMW Group Research and Innovation Center, also known by its German abbreviation, FIZ, has been the technological heart of the company since it was inaugurated in 1986. Some 9,200 people work here developing vehicles and technologies of the future for BMW Group. For the first time in the automobile industry all of those involved in product development across all areas of expertise are united under one roof. The FIZ has achieved the status of pacesetter in the automobile industry.


We work for BMW since 2011 (winner of Sound Logo Pitch, consultancy for the car Sound of BMW i and other single projects) and we have very deep knowledge about the brand, thanks to the workshop in the BMW Brand & Customer Institute. We apply this knowledge in every sound-related project with BMW.

The survey we conducted has been very interesting, investigating the impact of sound on drivers in special situations and gathering precious informations about the connection between brand and function in functional sounds applied to a car.


Bayerische Motoren Werke AG (German for Bavarian Motor Works), usually known under its abbreviation BMW, is a German luxury vehicle, motorcycle, and engine manufacturing company founded in 1916. Headquartered in Munich, Bavaria, Germany. BMW Group owns the BMW brand itself, Mini cars and is the parent company of Rolls-Royce Motor Cars. BMW produces motorcars under the BMW Motorsport division and motorcycles under BMW Motorrad, and plug-in electric cars under the BMW i sub-brand and the "iPerformance" model designation within the regular BMW lineup. It is one of the best-selling luxury automakers in the world. The company is a component of the Euro Stoxx 50 stock market index.