Audi Moves Closer to Claiming Best In-Car Sound System Crown
However, this feature is currently reserved for Audi’s largest and most premium models.
Audi is taking its in-car audio systems to the next level by integrating Dolby Atmos, the immersive spatial audio technology best known from gaming, movies, and premium headphones. Starting in July 2025, Audi will offer Dolby Atmos in select models, including the Q7, Q8, A8, and the electric e-tron GT.
Other automakers—like Mercedes-Benz and, more recently, Cadillac—have already introduced Dolby Atmos to their vehicles. Now it’s Audi’s turn, bringing the technology to models equipped with the Bang & Olufsen Premium 3D Sound System. Drivers and passengers can experience Atmos through integrated apps in the Audi Application Store, accessible via the multimedia interface (MMI). Unlike some competitors, Audi will support Dolby Atmos across multiple streaming platforms, including Amazon Music, Audible, and Tidal.
What Is Dolby Atmos?
Dolby Atmos goes beyond traditional surround sound by introducing a vertical dimension to audio playback. Instead of just moving sound from left to right or front to back, Atmos adds height—creating a true three-dimensional sound field using overhead speakers and individually placed “sound objects.” In simpler terms, it allows audio to move up, down, and around the cabin, making music and media feel more immersive. In cars, this effect is achieved by mounting additional speakers in the roof. Because this setup requires precise speaker placement and a high speaker count, Dolby Atmos is currently limited to Audi’s largest, flagship models.
It’s not just the car that needs to be equipped for Dolby Atmos—the media does, too. Music or other content must be specifically recorded and mixed in the Atmos format for listeners to experience its full effect. Otherwise, the system will play the audio in standard stereo or surround sound. That’s why compatible streaming services are essential. Popular platforms like Spotify don’t currently support Dolby Atmos, so Audi drivers will need subscriptions to supported services such as Amazon Music, Audible, or Tidal to take full advantage of the feature.
Does It Matter?
Audi now joins a growing list of automakers—Mercedes-Benz, Lucid, Rivian, Volvo, Polestar, and Lotus among them—that have partnered with Dolby to bring Atmos into the cabin. But in practice, the value of Dolby Atmos may depend less on which car you drive and more on which streaming service you use. Yes, switching from Spotify to Tidal or Amazon Music could unlock a richer, more immersive audio experience—but it also means rebuilding your carefully curated playlists and adapting to a new app ecosystem.
There’s also the question of Dolby Atmos itself. While some audiophiles may enjoy the sensation of sound moving vertically and spatially around the cabin, we found it could be distracting—especially while driving. In our test of the system in a Cadillac Optiq, the shifting soundscape occasionally created the unsettling impression that something was happening outside the car, like an impending collision. It’s a novel effect, but one that might not suit every listener or driving situation. If you’re considering it, we recommend giving Atmos a listen first—but remember, you’ll need a compatible streaming service like Tidal or Amazon Music. For music lovers who already subscribe to these platforms, it’s a compelling upgrade. Still, we suspect only a small percentage of drivers will fully embrace the feature on a regular basis.
