.... and on 2013 M5.
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Behind this marketing term is a fairly simple idea. The new M5 reproduces the car's engine sound via the in-car audio system. In other word, if you're sitting inside the car you not only hear the engine coming from outside, but also an audio track of the engine based on throttle input, speed, and engine revs. As BMW puts it, this makes for better feedback as you hear exactly what the engine is doing. Another obvious benefit is that it allows to change the noise levels based on your driving behaviour as the reproduction by the audio system gets louder and more intense in Sport and Sport+ settings.
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If it would be in an Asian brand, we would all be laughing. Lame.