September 9 2025, 07:22 (PDT) Dolby Revolutionizes Entertainment on Four Wheels: 30 Car Brands Embrace Immersive Audio Experiences
German drivers spend four years of their lives in cars - Dolby Vision and Dolby Atmos turn this time into a premium experience.
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Munich, September 9, 2025 - Dolby Laboratories, a leader in immersive entertainment experiences, is presenting the next generation of in-car entertainment in Munich through the powerful momentum of Dolby Atmos and the introduction of Dolby Vision in the automotive industry.
30 leading car brands worldwide have now integrated immersive Dolby Atmos sound into their vehicles or announced plans to do so - doubling the number from the previous year. German brands include Mercedes-Benz, Audi and Porsche.
Dolby Atmos Reaches the Mass Market
Dolby Atmos is increasingly becoming available in more affordable cars. Mercedes-Benz has rolled out Dolby Atmos across the entire line-up. Other examples are Mahindra Thar ROXX and 3XO, Onvo i60, or NIO firefly.
According to statistics from the German ADAC automobile association, drivers in Germany spend an average of four years of their lives in their cars. As a result, cars are increasingly evolving from mere means of transportation to dynamic living spaces, thereby raising expectations for high-quality in-car entertainment.
Dolby Vision Enters the Automotive Industry
Entertainment in cars has long played an important role in Germany and Europe - from the introduction of the classic Autoradio in the 1920s to todays high-class entertainment systems, said Javier Foncillas, Vice President, Commercial Partnerships and Global Sales, Dolby. In Munich, Dolby and our partners will demonstrate how Dolby Vision and Dolby Atmos are redefining in-car entertainment.
Following Dolby Atmos, the first car manufacturers are now also beginning to implement Dolby Vision. The technology provides higher dynamic range and a wider colour gamut for video playback, offering breathtaking accuracy and detail through dynamic frame-by-frame metadata. With Dolby Vision Light Sense, the solution compensates for changing ambient light conditions in real time - whether the car is driving at night or parked in bright sunlight.
DOLBY HOUSE Comes to Munich for the First Time
For the first time ever, Dolby has brought its dedicated experience hub, the DOLBY HOUSE, to Munich. At Herzog Restaurant and Bar, from September 9 to 12, Dolby demonstrates the companys robust momentum in the automotive industry by showcasing a variety of audio, audiovisual and immersive entertainment experiences in Dolby that consumers in Europe can enjoy in their cars today through partners. As a highlight, Audi presents an Audi RS Q8 on-site, allowing B2B guests to experience the power of Dolby Atmos firsthand in a real vehicle environment.
Partnerships Expand the Offering
Amazon Music and Audible will support Dolby Atmos for music and spoken word content across a growing range of leading automotive brands, including Mercedes-Benz, Cadillac, Polestar, and Volvo Cars. This innovative audio experience will enhance in-car entertainment for drivers and passengers alike, allowing them to immerse themselves in their favourite songs and stories like never before. The deployment will be facilitated through platforms such as the Faurecia Appstore, Google Automotive App Store, and Harman Ignite, ensuring seamless integration across various vehicle systems. At DOLBY HOUSE, Amazon Music and Audible will be providing a demo of their titles in Dolby Atmos.
Also at DOLBY HOUSE, Dolby and holoride showcase a geospatial acoustic experience in a Polestar 3, where immersive soundscapes extend beyond the cabin and respond to the world outside. Powered by Dolby Atmos and holoride's geospatial intelligence platform, this new frontier in immersive in-car audio empowers creators to craft narratives that evolve in real time with the vehicle's surroundings - anchoring sound to physical spaces, motion, and landmarks.
3SS presents its award-winning 3Ready Automotive platform, bringing personalized, content-first entertainment to every passenger. Automakers gain full UI/UX design freedom in their brand language, plus advanced content management, analytics, and monetization to unlock new revenue in the software-defined vehicle era.
Supply Chain Partners Demonstrate Support
Supply chain partners in the auto industry are also demonstrating their support for Dolby in-car experiences during IAA Mobility 2025:
Arkamys is showcasing to its audience how their solution optimizes and tunes the unique acoustics of the car cabin for the Dolby Atmos experience (Hall B2, booth A30 at Munich Messe)
Cinemo is demoing seamless multi-device connectivity, shared premium VOD viewing experience, gaming, and app-free device integration for zero-effort BYOD onboarding, as well as CARS Premium Audio featuring Dolby Atmos (Novotel Munich Messe).
Dirac together with industry partners will host an exclusive Automotive Audio Innovation Showcase at msm-studios, Munich - one of Europe's most iconic audio venues - from studio-grade sound on the road to personalized, seat-specific listening experiences.
(September 10-1, msm-Studios, Munich)Qualcomm Technologies and Dolby have collaborated to demonstrate how the companies can significantly simplify the integration of Dolby Atmos in vehicles. The jointly published whitepaper describes how immersive Dolby Atmos sound experiences can be implemented on Snapdragon Cockpit Platforms and provides automotive manufacturers with a practical step-by-step guide (Hall A2, Stand C1, Munich Messe)
Sennheiser Mobility is showcasing its latest innovations for immersive entertainment and communication with demos including Dolby Atmos in their R&D car, and an exclusive professional studio demo (Pharos Studio, M
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September 9 2025, 07:22 (PDT) Dolby Revolutionizes Entertainment on Four Wheels: 30 Car Brands Embrace Immersive Audio Experiences 
