Dolby Atmos will be integrated into the new BMW 7 Series, which will debut at Auto China (Beijing International Automotive Exhibition) this week. BMW also plans to expand this entertainment technology to future models.
Dolby shows no signs of slowing down its ambition to deliver immersive experiences wherever you are, continuing to extend its ecosystem beyond the cinema and home into the car.
The BMW 7 Series system uses the optional Bowers & Wilkins Diamond Surround Sound System for spatial audio. We are informed that in-car video experiences are also becoming available in select markets.
The listening experience is delivered through 36 high-performance speakers and 1,965 watts of amplification, combining Diamond Dome tweeters, headrest speakers, and roof‑mounted 3D channels to fully leverage the precision of Dolby Atmos.
The result promises to be a highly detailed, three‑dimensional listening environment that turns the BMW 7 Series interior into “an immersive audio space, complementing the vehicle’s luxury character and advanced rear‑seat entertainment features.“
BMW 7 Series - Premium Entertainment
As vehicles continue to evolve into connected, immersive spaces, Dolby says it is “increasingly well-placed to define what that sounds like” and adds that this collaboration “transforms the vehicle cabin into a premium entertainment environment.”
John Couling, Senior Vice President of Entertainment at Dolby, told StereoNET:
At Dolby, we believe entertainment is meant to be an experience. Dolby Atmos is transforming the way people experience sound, creating a deeper, more emotional connection to the content they love. Our collaboration with BMW marks an important step in bringing immersive audio into more aspects of everyday life. As vehicles evolve into connected digital environments, we’re working together to make the car a powerful new space for entertainment—delivering premium, studio-quality experiences on the road and expanding Dolby Atmos across BMW’s future lineup.
The introduction of Dolby Atmos in the BMW 7 Series — and its expansion to additional models, including the BMW iX3 Long Wheelbase — reflects a broader shift across the automotive industry: the vehicle is no longer seen as just a mode of transportation, but a “connected lifestyle platform” and increasingly a destination for premium entertainment.
Supporting this trend, a 2025 Counterpoint Research study on in-car entertainment in China reveals that consumers are now prioritising in-car entertainment systems over price and exterior design. Notably, immersive sound has emerged as the most sought-after premium feature, reflecting a growing demand for high-quality, differentiated in-car experiences.
Experiencing Dolby Atmos at the Beijing Auto Show
Visitors to the Beijing Auto Show will be able to experience Dolby Atmos in BMW vehicles, including the new BMW 7 Series and BMW iX3 Long Wheelbase, at the BMW booth, where immersive demonstrations will showcase how Dolby technologies are redefining the in-car entertainment experience.
Is Dolby Atmos the inevitable progression of premium in-car entertainment?
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