Audi Partners With Dolby For High-End Audio On its Most Prestigious Models

Audi is about to make its in-car audio systems even better with the addition of Dolby Atmos. Atmos is a spatial audio (surround sound) technology that you have likely experienced in video games, movies, headphones, or a home theater. Now, you will be able to experience it in certain Audi models. Starting in July 2025, Dolby Atmos will be available for the Audi Q7, Q8, A8, and electric e-tron GT.

Other automakers, like Mercedes and more recently, Cadillac, have also brought Atmos technology to their cars, and now it’s Audi’s turn to bring it to cars equipped with the Bang & Olufsen Premium 3D Sound System. Drivers and passengers can sample the feature via integrated apps on the multimedia interface (MMI) on the Audi Application Store. Unlike some competitors, Audi will support Atmos on multiple streaming apps, including Amazon Music, Audible, and Tidal.

What Is Dolby Atmos?

Dolby Atmos is a little different from “normal” surround sound because it doesn’t just move the audio around on a horizontal plane; it adds vertical height channels and free-moving sound objects. Put into simpler terms, it can take sounds from music or other media and make it seem as if it’s moving up and down through the speakers instead of just from left to right and front to back. In a car, this effect is made possible by mounting speakers in the roof. Only cars with a certain number of speakers in the right locations can take advantage of it, hence why Audi has only added it to its largest, flagship models.

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Not only does the car need to be optimized for Dolby Atmos, but the music or other media also needs to be recorded in the format. Artists can mix their content in a specific way that Atmos-enabled systems can read; otherwise, the speakers will play it normally. Some streaming services, like Spotify, do not have Atmos at all, which is why Audi owners need to have Amazon Music, Audible, or Tidal subscriptions.

Does It Matter?

Audi joins a growing list of automakers that have partnered with Dolby to include Atmos in their cars. These include Mercedes-Benz, Lucid, Rivian, Volvo, Polestar, and Lotus. In our opinion, the inclusion of Atmos has less to do with the brand of vehicle, but more with what streaming service you use. Sure, you could swap from Spotify to Tidal to get the most out of your new car’s audio system, but then you will have to recreate all of your favorite playlists.

There’s also the matter of Atmos itself. Some audiophiles may appreciate the effect of music moving up and down in the car, but having sampled it in a Cadillac Optiq, we found it distracting while trying to drive. Having a sound move around in the car made it seem as if we were about to get hit, which is a scary feeling. We’d recommend trying Dolby Atmos before you buy, but that requires you to have one of the aforementioned streaming services. It’s a nice addition for current or future Audi owners who love music, but we imagine it will be utilized by a small number of drivers.