Translation result
● Dolby Vision and Atmos now available in 150 models from 40 brands worldwide
● Dolby, working with automakers including BMW and Lexus, unveiled a broad slate of first‑in‑class applications
● Dolby announced Atmos support via Apple CarPlay and introduced a new real‑time video upscaling technology
● Eight in ten consumers say they would pay extra for a vehicle with immersive entertainment
At the 2026 Beijing International Motor Show, Dolby Laboratories widened its reach into the automotive world. Manufacturers around the globe are adopting Dolby Vision, the company’s premium HDR format, and Dolby Atmos, its immersive audio system — part of a broader push to turn cars from mere transportation into a second living room.
Deepening tech partnerships with global automakers
The show featured a wide array of models — from emerging electric‑vehicle startups to long‑established luxury names — equipped with Dolby’s technologies. BMW introduced Dolby Atmos for the first time in its new 7 Series and the iX3 long‑wheelbase, while Lexus fitted the new ES with the brand’s first immersive audio environment.
China‑focused brands also stepped up. Li Auto and Nio demonstrated models that support both Dolby Vision and Atmos, and Nio’s ES9 is the first production vehicle to ship Dynamic Video Enhancement — a system that upscales SDR video in real time. Hyundai’s Ioniq V, Cadillac’s Bistik and the Porsche 911 GT3 Sonderwunsch model have likewise added Dolby Atmos, broadening the field of immersive options.
A qualitative leap in in‑car entertainment
Dolby is pairing audio and visual tech into what it calls a Double Dolby system, turning vehicle cabins into full entertainment hubs. Manufacturers such as Xiaomi and Lotus now let users stream Dolby Atmos music through Apple CarPlay, making high‑quality audio more accessible on the road.
These shifts are already shaping buyer behavior. A Counterpoint survey found that 80% of respondents planning to buy a car said they would pay extra for a model equipped with Dolby technologies. With short‑form video and user‑generated content rising alongside music and movies, demand for premium in‑car entertainment systems is climbing.
Closer ties with the content ecosystem
Dolby is strengthening collaborations with content platforms — from QQ Music and NetEase Cloud Music to iQiyi and Bilibili — to create an all‑in‑one in‑car entertainment ecosystem. That work brings Dolby’s innovations to a wide range of content, from audiobooks to games.
Javier Ponsiyas, a Dolby vice president, said premium in‑car audio and visual experiences have become an important lifestyle marker. He vowed that Dolby and its global partners will continue to innovate to deliver deep immersion while people are on the move.
By Won Seon‑woong (Global Auto News)
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