This is a translation of a foreign article, so there may be translation errors.
https://www.avcesar.com/dolby-et-bmw-font-de-la-serie-7-un-salon-roulant-47410
Dolby and BMW, Making the 7 Series a Living Room on Wheels...
Dolby Laboratories and BMW have entered a new phase in the premium interior space competition. With the introduction of Dolby Atmos in the new BMW 7 Series, the car has transformed from a mere means of transportation from point A to point B into a complete entertainment space optimized for enjoying music, audiobooks, and specific video content.
The collaboration between Dolby Laboratories and BMW announced at 'Auto China 2026' demonstrates that the landscape of the luxury car market is being profoundly restructured. Now the competition is unfolding not just in design or performance, but primarily in the quality experienced within the vehicle.
Dolby Atmos Transforming the Interior of the 7 Series
By integrating Dolby Atmos technology into the new BMW 7 Series, German automaker BMW and Dolby Laboratories are collaborating to elevate the sound experience within the vehicle to a new dimension. Here, the Bowers & Wilkins Diamond surround sound system becomes the medium that delivers richer, more precise, and more immersive sound.
According to the announced specifications, the system is based on up to 36 high-performance speakers and 1,965W of power output, including diamond dome tweeters, headrest-embedded speakers, and 3D channels positioned on the ceiling. This German sedan is now selling not just comfort, but an atmosphere like a listening room in a home.
The Car as a New Medium in the Entertainment Era
In a digital world where attention constantly shifts to screens and content platforms, what is the role of the car? BMW and Dolby Laboratories have now focused on one undeniable fact: cars are no longer perceived merely as means of transportation, but as spaces for cultural and multimedia consumption.
According to cited market research from China, in-vehicle entertainment systems now have a greater impact on purchase decisions than traditional criteria such as price or exterior design. As a result, immersive sound has become a key differentiator.
7 Series, Flagship for Broader Expansion
The BMW 7 Series serves as the flagship for Munich-based BMW. The 7 Series signals the beginning of a rollout that will expand to other models, including the BMW iX3 long-wheelbase variant. This logic is not merely a one-time event, but reflects BMW's ambition to make Dolby Atmos a standard in BMW vehicles rather than simply a premium option. Within the interior, this technology promises remarkable clarity, depth, and superior spatial precision.
Auto China 2026, Showcase of Global Audio-Video Strategy
Visitors to Beijing will experience this technology firsthand at the BMW booth. This presentation is no coincidence. As video and music services seek new growth drivers, it is the beginning of a broader offensive being waged by high-end automobiles awakening to the concept of a 'moving living room.'
For Dolby, this initiative aims to establish its sound language globally, which is also the way this San Francisco-based company has always pursued—much like Dolby being ubiquitous in the many audiovisual devices surrounding us. For BMW, the goal is now to solidify a premium identity beyond simply driving on the road.
▶ Original Source: https://www.avcesar.com/dolby-et-bmw-font-de-la-serie-7-un-salon-roulant-47410
