Dolby and Audi announce partnership to integrate Dolby Atmos

Rhea-AI Summary

Dolby Laboratories (NYSE:DLB) has announced a strategic partnership with Audi to integrate Dolby Atmos® audio technology in select premium vehicle models starting July 2025. The integration will be available in Audi Q7, Q8, A8, and e-tron GT models, featuring a specially adapted Bang & Olufsen Premium 3D Sound System.

The technology will be accessible through the Audi multimedia interface (MMI) using the Audi Application Store and integrated apps including Amazon Music, Audible, and Tidal. The partnership will be implemented across all Audi connect markets, marking a significant advancement in automotive audio technology.

Positive

• Strategic partnership with premium automaker Audi expands Dolby's market reach
• Integration in multiple high-end Audi models provides new revenue stream
• Partnership with established brands (Bang & Olufsen, Amazon Music, Tidal) strengthens market position
• Immediate implementation timeline starting July 2025 shows strong execution

Negative

• None.

Insights

Technology and Partnerships Analyst

Dolby's partnership with Audi expands its premium audio technology into luxury vehicles, strengthening its automotive market presence.

Dolby's strategic partnership with Audi represents a significant expansion of the company's immersive audio technology into the premium automotive sector. Beginning July 2025, four high-end Audi models—Q7, Q8, A8, and e-tron GT—will feature Dolby Atmos integration through Bang & Olufsen's Premium 3D Sound System. This implementation allows for direct playback through Audi's multimedia interface via streaming services including Amazon Music, Audible, and Tidal.

This move carries several strategic implications for Dolby. First, it extends Dolby's technology ecosystem beyond traditional entertainment venues into premium vehicles, creating new revenue streams in the automotive sector. The partnership specifically targets luxury vehicle owners—a demographic with high disposable income and willingness to pay for premium audio experiences.

The collaboration also reinforces Dolby's market positioning as the premium audio standard across multiple platforms. By integrating with Bang & Olufsen systems, Dolby leverages an established premium audio brand, creating a powerful high-end audio alliance. The availability across all Audi connect markets suggests a substantial global deployment rather than a limited regional release.

For Dolby investors, this partnership demonstrates the company's continued ability to extend its proprietary technologies into new market segments, potentially generating licensing revenue and expanding brand visibility among affluent consumers. The automotive infotainment market represents a growing sector as vehicles increasingly become entertainment hubs, particularly with the eventual expansion of autonomous driving technology.

MUNICH and INGOLSTADT, Germany, June 24, 2025 /PRNewswire/ -- Dolby Laboratories, a leading company in immersive entertainment experiences, has announced a collaboration with Audi, marking the introduction of Dolby Atmos^® in selected vehicle models from the premium auto manufacturer. The first cars with Dolby Atmos will be delivered in July 2025. The partnership underscores both companies' commitment to taking the driving experience to all-new heights with state-of-the-art audio technology.

Dolby Atmos allows artists to fully realize their creative vision, bringing the listener inside the music. Dolby Atmos creates a deeper connection between artists and their fans, transcending ordinary listening experiences by immersing listeners in their favourite songs and revealing every detail with unparalleled clarity and depth.

Available models and technical highlights
Starting in July 2025, the following Audi models will be equipped with Dolby Atmos: 

• Audi Q7
• Audi Q8
• Audi A8
• Audi e-tron GT

The Bang & Olufsen Premium 3D Sound System has been specially adapted to integrate Dolby Atmos. The driver and front passenger can play tracks in Dolby Atmos directly and intuitively via the multimedia interface (MMI) using the Audi Application Store and integrated apps such as Amazon Music, Audible and Tidal.

With this strategic partnership between Dolby and Audi, both companies are sending an important signal to the automotive industry that they are taking the driving experience to a new level with high-quality, immersive soundscapes.

Dolby Atmos at Audi will be available in all Audi connect markets.

About Dolby

Dolby Laboratories (NYSE: DLB) is a world leader in immersive entertainment. From movies and TV, to music, sports, gaming, and beyond, Dolby transforms the science of sight and sound into spectacular experiences for billions of people worldwide across all their favorite devices. We partner with artists, storytellers, and the brands you love to transform entertainment and digital experiences through groundbreaking innovations like Dolby Atmos, Dolby Vision, Dolby Cinema, and Dolby OptiView.

Media Contacts:

Dolby PR (DACH)
Andreas Stumptner
andreas.stumptner@dolby.com 

Dolby PR (Americas)
Andrea Villarreal
andrea.villarreal@dolby.com

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SOURCE Dolby Laboratories, Inc.

FAQ

When will Dolby Atmos be available in Audi vehicles?

Dolby Atmos will be available in select Audi vehicles starting July 2025.

Which Audi models will feature Dolby Atmos integration?

Dolby Atmos will be integrated into four Audi models: the Audi Q7, Q8, A8, and e-tron GT.

How will users access Dolby Atmos in Audi vehicles?

Users can access Dolby Atmos through the Audi multimedia interface (MMI) using the Audi Application Store and integrated apps like Amazon Music, Audible, and Tidal.

What audio system will support Dolby Atmos in Audi vehicles?

Dolby Atmos will be supported through a specially adapted Bang & Olufsen Premium 3D Sound System.

In which markets will Dolby Atmos be available for Audi vehicles?

Dolby Atmos will be available in all Audi connect markets.