Interdisciplinary Academic Project
B.E.A.S.T. — Charging with Character for Mercedes-AMG
How do you bring heartbeat back to electric vehicles? In a Winter 2022/23 interdisciplinary project, our HdM Stuttgart team collaborated with Mercedes-AMG to prototype multimodal charging experiences — light, haptics, and sound — validated through real user testing in the Mobile Lab.
Case Study
The Problem: The 'Ping' Paradox.
EV charging is silent. Plug in, beep, wait. The emotional heartbeat that combustion engines provided — the roar, the vibration, the feeling of power — is completely absent. For AMG customers, this creates a gap in brand perception.
1. Analysis & Briefing
Key Features
Light Choreography
Visual charging progress synced with audio — an ambient light show.
Haptic Signature
Vibration patterns matching AMG's pulse, felt through the cable.
Signature Sound
Emotive audio landscapes unique to AMG — the heartbeat reborn.
Sensed Progress
Multisensory feedback transforms waiting into an immersive experience.
