For some decades now, whenever Porsche referred to "making music," it was probably talking about the metal screaming of a 911 Turbo as it disappeared into the distance.
Now the automaker wants to serenade its owners the nice old-fashioned way, using artificial intelligence to robotically compose original electronic music that matches the driving style of the person behind the wheel.
Think of it as your own personal theme music. In fact, Porsche is calling its project "Soundtrack My Life."
But it's no mere selected playlist, Porsche hastens to point out in an explanation on its website. It is new music — newly created for each drive, constructed from pieces of pre-composed musical elements woven together by software that evaluates the acceleration, speed and centrifugal forces going on in the vehicle.
Boris Salchow, a German film composer living in Los Angeles, is the technical maestro behind the musical bits and pieces that come together.
Salchow explains his motivation for doing this: his dislike of L.A. traffic when he moved to the city 16 years ago — all that stopping and starting and stopping and starting.
"I almost got out of the habit of listening to music in the car," Salchow laments. "The music I was listening to in the car just didn't match what I was actually experiencing. And even back then I thought someone should develop something to compensate for this."