Dolby continues its expansion of Dolby Atmos into vehicles and now we are seeing Dolby Atmos being being intergrated into BMW’s 7 Series of cars. This will be enjoyed via Bowers & Wilkins Diamond Surround System. Its astonishing with 36 speakers and 1,965 watts pumping thruough Diamond Dome tweeters, headset speakers and 3D channels that are roof mounted.
Dolby and BMW Bring Dolby Atmos to the BMW 7 Series, Expanding
Immersive Audio Across Future Models
Debuting At Auto China 2026, The Collaboration Transforms The Vehicle Cabin Into A
Premium Entertainment Environment
BEIJING — (April 22, 2026) — From the 2026 Beijing International Automotive Exhibition (Auto China 2026), Dolby Laboratories (NYSE: DLB) and BMW today announced the debut of Dolby Atmos in the new BMW 7 Series, bringing immersive audio into the vehicle cabin and marking the start of its rollout across BMW’s vehicle portfolio — extending Dolby Atmos from BMW’s flagship luxury sedan to its next-generation vehicles and broadening access to premium in-car entertainment. The integration brings Dolby’s immersive sound into one of the world’s most iconic luxury vehicles, allowing drivers
and passengers to experience music and entertainment with breathtaking clarity, depth, and spatial precision.
Dolby is working with leading automakers like BMW to transform the vehicle cabin into a fully immersive media environment—enabling consumers to enjoy premium music and audiobook experiences, with cinematic video services featuring Dolby Atmos also being introduced in select markets, including China.
The Car as the Next Entertainment Ecosystem
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 destination for premium entertainment.
This shift is already reflected in consumer behavior. According to a 2025 Counterpoint Research study1 of in-car entertainment in China, consumers are placing greater importance on in-car entertainment systems than traditional purchase drivers such as price and exterior design. Immersive sound emerged as the most sought-after premium feature, underscoring the 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 at the BMW booth where immersive demonstrations will showcase how Dolby technologies are redefining the in-car entertainment experience.
The new BMW 7 Series and the new BMW iX3 Long Wheelbase featuring Dolby Atmos will be among the vehicles highlighted during the show, demonstrating how immersive audio is helping transform the vehicle cabin into the next generation entertainment space.
