INGOLSTADT, GERMANY and SAN FRANCISCO, CALIFORNIA — A significant leap in the automotive audio experience is on the horizon, as Audi and Dolby Laboratories have announced a strategic partnership to integrate Dolby Atmos immersive audio technology into select vehicle models. This collaboration marks a pivotal moment for high-fidelity sound within the confines of a car cabin, promising a richer, more detailed, and expansive audio environment for drivers and passengers.
The first Audi vehicles equipped with this cutting-edge technology are slated for delivery starting in July 2025. The initial rollout will encompass several key models within the Audi lineup, bringing the cinematic quality of Dolby Atmos from home theaters and professional studios directly into the luxury automotive space.
The Partnership and Technology
This joint effort between the German luxury automaker and the globally recognized audio technology firm aims to redefine the acoustic experience in vehicles. Dolby Laboratories, a pioneer in audio innovation, is adapting its acclaimed Dolby Atmos format for the unique challenges and opportunities presented by an automotive interior. Unlike traditional stereo or even surround sound systems, Dolby Atmos adds a height dimension, placing individual sounds precisely in three-dimensional space, creating a sense of being immersed within the soundstage rather than just listening to it.
The integration relies on the existing, yet specially adapted, Bang & Olufsen Premium 3D Sound System already featured in certain Audi models. This high-end audio hardware provides the necessary speaker configuration and processing power to faithfully reproduce the complex layers and spatial metadata inherent in a Dolby Atmos mix. The adaptation ensures that the system can handle the nuances of object-based audio, critical for delivering the intended immersive effect.
Vehicle Availability and Rollout
The initial phase of this rollout, commencing with deliveries in July 2025, will see Dolby Atmos integrated into several prominent Audi vehicles. The confirmed models receiving this technology first are the Audi Q7, Audi Q8, Audi A8, and the all-electric Audi e-tron GT. These models represent a range of Audi’s premium offerings, from flagship sedans and SUVs to its high-performance electric grand tourer, signaling the brand’s commitment to offering top-tier audio across diverse segments.
The selection of these models for the initial deployment suggests a focus on vehicles where customers are likely to prioritize comfort, luxury, and advanced technology, making them ideal candidates for showcasing the benefits of immersive audio.
Accessing Immersive Audio
Accessibility is a key component of this integration. Both drivers and front passengers will have the ability to access and play tracks formatted in Dolby Atmos directly through the vehicle’s intuitive multimedia interface (MMI). This direct access streamlines the user experience, allowing for easy control and selection of immersive content without requiring external devices or complex setups.
The system leverages the Audi Application Store and integrated streaming applications to deliver content. This includes popular platforms such as Amazon Music, Audible, and Tidal, all of which support Dolby Atmos content. Users subscribed to these services will be able to stream their immersive audio libraries directly within the vehicle, unlocking a new dimension of listening on the go.
Elevating the Driving Experience
The fundamental goal of this partnership is to significantly enhance the automotive driving experience through superior audio quality. By providing immersive soundscapes and exceptional clarity, the system aims to transform routine commutes or long road trips into more engaging and enjoyable journeys. The precision of Dolby Atmos can reveal subtle details in music, bring voice content to life with enhanced presence, and create a captivating sonic environment that reduces listener fatigue and increases enjoyment.
The availability of this technology will extend across all Audi connect markets, ensuring that a wide global customer base will have the opportunity to experience in-car audio at a new level of fidelity and immersion. This broad market reach underscores the strategic importance of this partnership for both companies.
Industry Context and Future Outlook
The announcement arrives in a dynamic period for audio technology, particularly in the realm of spatial and immersive formats. Notably, this development follows Apple’s recent unveiling of a new head-tracking spatial audio format, Apple Spatial Audio Format (ASAF), at WWDC 2025 last week. While Apple’s ASAF focuses on a personalized, dynamic listening experience often associated with headphones and augmented reality applications, the Dolby Atmos integration by Audi represents a significant step in bringing fixed, high-quality immersive audio into a shared, public space like a vehicle cabin.
The move by Audi and Dolby sets a high bar for in-car audio systems and is likely to accelerate the adoption of immersive audio technologies across the automotive industry. As more content becomes available in Dolby Atmos and the technology is integrated into more vehicles, the expectation for premium audio in cars will undoubtedly rise, pushing manufacturers and audio partners to innovate further in this rapidly evolving space.
