{"id":261903,"date":"2026-05-25T01:43:39","date_gmt":"2026-05-24T16:43:39","guid":{"rendered":"https:\/\/tenbizt.com\/en\/news\/uncategorized\/2026\/05\/25\/80-of-car-buyers-want-this-how-dolby-is-turning-cars-into-living-rooms\/"},"modified":"2026-05-25T01:43:40","modified_gmt":"2026-05-24T16:43:40","slug":"80-of-car-buyers-want-this-how-dolby-is-turning-cars-into-living-rooms","status":"publish","type":"post","link":"https:\/\/tenbizt.com\/en\/news\/entertainment\/2026\/05\/25\/80-of-car-buyers-want-this-how-dolby-is-turning-cars-into-living-rooms\/","title":{"rendered":"80% of Car Buyers Want This: How Dolby Is Turning Cars into Living Rooms"},"content":{"rendered":"<p>Translation result<\/p>\n<div class=\"se-main-container\">\n<div class=\"se-component\" se-text se-l-default id=\"SE-50f897fe-7852-4050-a9be-e40140f68d79\">\n<div class=\"se-component-content\">\n<div class=\"se-section\" se-section-text se-l-default>\n<div class=\"se-module\" se-module-text>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-b9cfa0b3-90b5-4c5a-b5de-6d6e394fbc5c\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-302f5029-68b7-4622-abaf-0732c169e6a8\">\u25cf Dolby Vision and Atmos now available in 150 models from 40 brands worldwide<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-686dd177-522f-4046-b099-d786cc682f90\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-ccaeb631-9756-40a5-8ba5-804c24848227\">\u25cf Dolby, working with automakers including BMW and Lexus, unveiled a broad slate of first\u2011in\u2011class applications<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-5d83f5e4-aca5-44fd-96b2-7eabb79c130a\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-2fec437f-e9c7-4cb1-91e1-45200d79ca57\">\u25cf Dolby announced Atmos support via Apple CarPlay and introduced a new real\u2011time video upscaling technology<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-6aa0cb14-61da-491e-8ce0-f8cfc06dc959\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-1a805212-aabe-4198-81c2-bc3108265ed8\">\u25cf Eight in ten consumers say they would pay extra for a vehicle with immersive entertainment<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"se-component\" se-image se-l-default id=\"SE-4b488cc2-a77a-4110-9c6e-c5472417cb0b\">\n<div class=\"se-component-content\" se-component-content-normal>\n<div class=\"se-section\" se-section-image se-l-default se-section-align->\n<div class=\"se-module\" se-module-image>\n     <span> <img decoding=\"async\" src=\"https:\/\/cdn-union.tenbizt.com\/contents\/crawler-dev\/image\/2026\/04\/CP-2022-0212\/image-0804f41b-0197-4d5b-b05d-ae4eae3d754c.jpeg\" data-lazy-src=\"https:\/\/cdn-union.tenbizt.com\/data-width=690\" data-height=\"388\" alt=\"class=se-image-resource\"> <\/span>\n    <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"se-component\" se-text se-l-default id=\"SE-0cafc185-7376-4777-a72e-21c50ad3e13e\">\n<div class=\"se-component-content\">\n<div class=\"se-section\" se-section-text se-l-default>\n<div class=\"se-module\" se-module-text>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-74ad40b1-b507-40e5-9339-f7b3585a534e\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-b39386dc-c85a-4be6-86ec-5554037093e2\">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\u2019s premium HDR format, and Dolby Atmos, its immersive audio system \u2014 part of a broader push to turn cars from mere transportation into a second living room.<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-6f17aafc-b780-4924-9f79-8118d6f6d056\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-0b0f7733-40c1-49f1-a74d-a259fb132565\">\u200b<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-795bf3f9-6bc8-4df5-a61e-7c52f906e452\"><span class=\"se-fs-fs15\" se-ff-nanumbarungothic id=\"SE-c9440842-9914-4406-adde-3785f4b08aae\"><b>Deepening tech partnerships with global automakers<\/b><\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-3af437d1-d443-4b3a-8a38-25dcf149cf21\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-bf6baf02-c04d-446b-8aa1-e1c0f3e61cfa\">The show featured a wide array of models \u2014 from emerging electric\u2011vehicle startups to long\u2011established luxury names \u2014 equipped with Dolby\u2019s technologies. BMW introduced Dolby Atmos for the first time in its new 7 Series and the iX3 long\u2011wheelbase, while Lexus fitted the new ES with the brand\u2019s first immersive audio environment.<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-8ef92ad9-a580-43dc-8179-10c5f0e1e1e9\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-e06898ea-70a4-4341-b788-6b7c92c09964\">\u200b<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-85bfc0f5-a97e-4896-835d-b5491d435544\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-d859aeba-96e5-4789-88be-664e5fc6d3cd\">China\u2011focused brands also stepped up. Li Auto and Nio demonstrated models that support both Dolby Vision and Atmos, and Nio\u2019s ES9 is the first production vehicle to ship Dynamic Video Enhancement \u2014 a system that upscales SDR video in real time. Hyundai\u2019s Ioniq V, Cadillac\u2019s Bistik and the Porsche 911 GT3 Sonderwunsch model have likewise added Dolby Atmos, broadening the field of immersive options.<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-aa4a87fb-76eb-4a69-80f6-bac443858bfa\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-ccb89f5a-72a0-4079-9b48-a47eb8c68d90\">\u200b<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-f0dcbf9f-c880-42c0-90c6-db7dc6710e80\"><span class=\"se-fs-fs15\" se-ff-nanumbarungothic id=\"SE-c3b40209-b6dc-4e8a-8f03-d8165fb3e437\"><b>A qualitative leap in in\u2011car entertainment<\/b><\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-d33dfc36-e137-46b9-8e9c-25615f42d6f4\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-c36121b9-e340-4da8-a652-5ca8bceeb06f\">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\u2011quality audio more accessible on the road.<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-8bef0964-b2e8-4001-8c12-4def5845064f\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-e63b5ccb-64ed-4eb3-adae-8e3229a06216\">\u200b<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-fbf5de2f-1df1-4216-9873-647e3267af77\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-fd20e4db-4fa1-4274-a78e-da94ace8800b\">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\u2011form video and user\u2011generated content rising alongside music and movies, demand for premium in\u2011car entertainment systems is climbing.<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-309e2e33-c2c8-4ae9-b33a-c1aaf126c07a\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-fa272102-7c42-442b-8e9e-2cb6c766e43d\">\u200b<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-850e93b3-b2bf-470d-948e-d315363c72df\"><span class=\"se-fs-fs15\" se-ff-nanumbarungothic id=\"SE-0312b277-7ffe-4fe2-a7a4-d4dc5b2dd186\"><b>Closer ties with the content ecosystem<\/b><\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-ffd03cfe-23ea-469e-a735-78ea7b455576\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-f7caeac2-f185-49c8-81e7-3a57dc978b75\">Dolby is strengthening collaborations with content platforms \u2014 from QQ Music and NetEase Cloud Music to iQiyi and Bilibili \u2014 to create an all\u2011in\u2011one in\u2011car entertainment ecosystem. That work brings Dolby\u2019s innovations to a wide range of content, from audiobooks to games.<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-240b8042-77b9-451e-86ca-e8abbe5a44e9\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-28716e82-66a6-40ca-8380-b91b98e0d88f\">\u200b<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-8f289d8f-5297-41fd-9a98-735b79690cce\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-ec90060f-24aa-45d5-9e47-3bcbaded39c0\">Javier Ponsiyas, a Dolby vice president, said premium in\u2011car 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.<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-2556f536-6a37-473c-aaf8-2e2328adf983\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-f573120d-e5c3-48b7-b4db-157df9f1de61\">\u200b<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-45468267-f20a-4815-b0e2-b7a9cb649b26\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-896d2f3a-6f08-40bf-9870-5076d8f89873\"><b>By Won Seon\u2011woong (Global Auto News)<\/b><\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-bbb7cf1b-c72c-4e7f-b105-34398c312762\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-793eaa56-37b4-4d1f-8fb1-d47cb2a30ef1\">\u200b<\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-7e625502-e84b-4c05-ace5-e20a4fa0990a\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-095d676a-adbb-41c1-b341-b2d6aeeccd1b\"><span class=\"__se-hash-tag\">#Dolby<\/span> <span class=\"__se-hash-tag\">#DolbyAtmos<\/span> <span class=\"__se-hash-tag\">#DolbyVision<\/span> <span class=\"__se-hash-tag\">#2026BeijingMotorShow<\/span> <span class=\"__se-hash-tag\">#ConnectedCar<\/span> <span class=\"__se-hash-tag\">#AutonomousDriving<\/span> <span class=\"__se-hash-tag\">#BMW<\/span> <span class=\"__se-hash-tag\">#Lexus<\/span> <span class=\"__se-hash-tag\">#Hyundai<\/span> <span class=\"__se-hash-tag\">#AutoNews<\/span><\/span><\/p>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-014864d6-f9c5-4292-afe0-8d540c97136a\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-e87b8221-fc3c-4c73-9728-b864f9807911\">\u200b<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"se-component\" se-image se-l-default id=\"SE-8d03632a-19a7-4563-a7cb-daaf65f7b239\">\n<div class=\"se-component-content\" se-component-content-fit>\n<div class=\"se-section\" se-section-image se-l-default se-section-align->\n<div class=\"se-module\" se-module-image>\n     <span> <img decoding=\"async\" src=\"https:\/\/cdn-union.tenbizt.com\/contents\/crawler-dev\/image\/2026\/04\/CP-2022-0212\/image-8783d068-5b2e-4ccd-9c5b-f8c8e4d6fbe8.jpeg\" data-lazy-src=\"https:\/\/cdn-union.tenbizt.com\/data-width=693\" data-height=\"130\" alt=\"class=se-image-resource\"> <\/span>\n    <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"se-component\" se-text se-l-default id=\"SE-03be655e-988e-4413-bcd2-45328569929d\">\n<div class=\"se-component-content\">\n<div class=\"se-section\" se-section-text se-l-default>\n<div class=\"se-module\" se-module-text>\n<p class=\"se-text-paragraph\" se-text-paragraph-align- id=\"SE-99aaa94b-5fe7-404d-998b-992bf5eeba26\"><span class=\"se-fs-fs16\" se-ff-nanumbarungothic id=\"SE-54b9924c-5d9f-4e1a-b752-9191db01d787\">\u200b<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Dolby Vision and Atmos expand to 150 car models worldwide, with consumer interest in immersive entertainment on the rise.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_thumbnail_url":"https:\/\/cdn-union.tenbizt.com\/contents\/crawler-dev\/thumbnail\/2026\/04\/CP-2022-0212\/thumb-fe25d778-be58-42ab-90d4-e60ac165df17.jpg","footnotes":""},"categories":[278102],"tags":[],"class_list":["post-261903","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>80% of Car Buyers Want This: How Dolby Is Turning Cars into 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