At the top end of the electric range, luxury is no longer measured in leather, power or acceleration alone. It is experienced. Silent by nature, the premium electric vehicle is gradually transforming its cabin into a « mobile suite », an immersive space where sound, light, screens and seats are orchestrated as in a living room or cinema. Behind this evolution lies a clear strategy: to differentiate EVs, which are sometimes technically similar, justify their high prices and prepare for the arrival of more autonomous mobility, where time spent on board becomes an experience in its own right.
The new grammar of electric luxury
Silence has become a design material. Where the combustion engine imposed its vibrations and noise, the EV offers an untouched space. And premium carmakers have understood that exploiting this to redefine the very role of the passenger compartment has become a major challenge. It is no longer just a driving position, but a modular environment, designed for working, relaxing, entertaining or simply enjoying the premium experience. This transformation also responds to an industrial constraint. As electric platforms become more and more standardised, as instant acceleration becomes more and more commonplace and as ranges converge, the risk of standardisation increases. The cabin therefore becomes a decisive area of differentiation, capable of creating an emotional signature specific to each brand, each model and each situation, and of winning the loyalty of customers who are particularly sensitive to the ambience and perception of luxury.
Premium carmakers are starting from a simple premise: time spent in the car is changing. With the rise of driving aids, and eventually of automation, the driver is gradually becoming an occupant. The passenger compartment is designed as a ‘third place’, between the home and the office, borrowing its codes from luxury hotels and cinemas. Massaging and ventilated seats, adaptive lighting, multi-screen interfaces, reinforced acoustic insulation: everything contributes to transforming the vehicle into a personalised and customisable cocoon. This approach enables brands to give their EVs a sensitive identity. As well as providing comfort, this approach also serves a value proposition. A scenic interior helps to justify high prices by highlighting an overall experience rather than a simple object on wheels. The premium EV is no longer sold simply for what it is, but for what it makes you feel.
From phantom engine to acoustic landscape
In this new world, sound becomes central. BMW has been one of the pioneers in the conceptualisation of real « sound worlds » with IconicSounds Electric, developed in collaboration with Hans Zimmer. Each driving mode has its own signature sound, synchronised with the graphics and lighting. On the ‘Neue Klasse’ generation, the HypersonX system takes the logic a step further, with 43 sound signals, 3D spatialisation and fine adaptation to driving style. Mercedes takes a different approach with soundscapes such as Silver Waves and Vivid Flux, which give a futuristic texture to acceleration and interaction. Combined with a Burmester audio system with Dolby Atmos, these soundscapes literally envelop the occupants in an acoustic bubble. Porsche’s Taycan uses synthetic sound inspired by science fiction, coupled with a Burmester 3D system and Auro-3D processing. These sounds help to build a brand identity, while providing a visual and emotional accompaniment to the man-machine relationship.
Some brands go further by using sound as a genuine driving instrument. The Hyundai Ioniq 5 N illustrates this approach with N Active Sound+, which offers several sound worlds that react in real time to speed, acceleration and even the angle of the steering wheel. Coupled with the simulation of the N e-Shift gearbox, this sound system provides familiar cues for drivers with an internal combustion engine. Here, the sound helps to perceive effort, load and mass transfers, while recreating the sensations of revving up and shifting gears. Porsche follows a similar logic on the Taycan. In these cases, sound design is not a gadget. It plays a full part in the relationship between the driver and the engine, in a context where absolute silence could paradoxically impoverish sensations.
A total scenography
Along with sound, light is the other pillar of the experience. Multi-coloured LED strips, backlit surfaces and dynamic scenarios transform the cabin into a living space. At BMW, ‘My Modes’ coordinate lighting, sound, screens and animations to create distinct moods, from Relax to Expressive. Mercedes takes this lighting design very far on the EQS, with hundreds of LEDs capable of pulsating with the music, changing colour according to the driving mode or visually signalling certain driving aid alerts. Light thus becomes a language in its own right, both aesthetic and functional. Equipment manufacturers are already exploring cockpits where large areas of light also contribute to thermal comfort and well-being. With radiant panels, integrated reading lights and indirect lighting, the cockpit is more like a living room than a traditional dashboard.
The move upmarket also involves the screens. These are no longer just driving interfaces, but genuine entertainment devices. The BMW i7 illustrates this trend with its 31.3-inch rear ‘Theatre Screen’ in 8K, combined with a Bowers & Wilkins audio system with up to 36 speakers. At Mercedes, the MBUX Hyperscreen merges three screens into a single glass surface of over 56 inches. The system adapts content according to context, differentiating between driver and passenger use. Navigation, media, videoconferencing and well-being programmes all come together in an interface designed as a digital ecosystem. These devices transform the vehicle into an extension of the living room or office, particularly when the car is stationary or in semi-autonomous mode. Recharging time then becomes useful, even pleasant, time.
The EV as a living space
The final stage in this evolution is the integration of comprehensive well-being programmes. Mercedes groups these functions together under the name Energizing Comfort, combining massage, music, light and sometimes fragrance. The aim is clear: to transform a journey into a relaxation or stimulation session. Some OEM concepts go even further, with ‘captain’s chairs’, individual audio headrests and Lounge, Work or Sleep configurations that can be activated at the click of a button. The vehicle becomes desirable even when stationary, recharging or waiting for a long time. This approach repositioned the premium EV as a mobile living space, much more than just a means of transport. It also paves the way for more autonomous mobility, where the on-board experience will take precedence over the act of driving itself.
By orchestrating sound, light, screens and comfort as a coherent whole, premium EVs are redefining the codes of automotive luxury. Each brand is charting its own course, from technology lounges to rolling spas and thrill-seeking sports lounges. Behind this diversity lies the same objective: to create a strong emotional signature, capable of distinguishing a model in an increasingly technically homogeneous market. The ‘mobile suite’ is not just a fashion statement. It is one of the major strategic levers for top-of-the-range electric vehicles, at the crossroads of design, digital technology and service. It’s a development that says a great deal about the future of the car, which will focus less on the machine and more on the on-board experience.
Sources: www.press.bmwgroup.com – www.bmw.com – www.mercedesbenzofromeoville.com – www.burmester.de – www.green.car
