Dolby Atmos at Audi: immersive sound by subscription
July 05, 2025
The in-car audio experience in premium vehicles is evolving. Starting in July 2025, Audi will offer the integration of Dolby Atmos technology on four of its flagship models: Q7, Q8, A8, and e-tron GT. This advancement, the result of a partnership with Dolby Laboratories, is based on a specific adaptation of the Bang & Olufsen Premium 3D Sound System, already renowned for its performance in luxury automobiles.
Sound Spatialization: What Dolby Atmos Changes Onboard
The arrival of Dolby Atmos in the cabin marks a milestone in in-car sound reproduction. Unlike traditional stereo or surround systems, Dolby Atmos enables three-dimensional spatialization of sound. Instruments, voices, and effects are positioned in space, offering an immersive sensation comparable to that of a concert hall or recording studio. This technology aims to bring the listener closer to the artist’s intent, revealing details and depth rarely achieved in automotive environments.
Access to this experience is provided via Audi’s MMI multimedia interface, which integrates compatible apps such as Amazon Music, Audible, or Tidal. Tracks in Dolby Atmos are thus directly accessible from the dashboard, provided you have a subscription to one of these streaming services.
Conditional Access: Subscription as the New Standard
While the technical integration is praised, access to Dolby Atmos will not be included as standard. Audi has chosen to make the activation of this feature subject to a specific subscription, separate from the purchase of the vehicle and the premium audio system. This approach is part of a broader trend in the automotive industry, which is multiplying à la carte options and paid connected services, even on premium models.
In practical terms, owners of the relevant models will need to subscribe to an additional offer to activate Dolby Atmos, on top of any existing subscription to a compatible streaming service. This restriction raises questions about the long-term availability of certain features, and about how end users perceive the added value.
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