Following the announcement of Dolby Atmos integration in the new BMW 7 Series, Dolby is taking advantage of the Auto China 2026 show to highlight the extent of its expansion in the automotive sector. With more than 40 manufacturers and 150 models now compatible with Dolby Atmos or Dolby Vision/Dolby Atmos, China is establishing itself as the global testing ground for premium in-car entertainment.
Yesterday's news about the BMW 7 Series illustrated how Dolby Laboratories transforms the interior of a premium vehicle into a veritable rolling lounge (see our article "Dolby and BMW turn the 7 Series into a rolling lounge..."). Today, the Auto China 2026 show unveils the San Francisco-based company's diversification strategy and its new development plan: immersive audio and video are becoming an industry standard, driven by the Chinese automotive ecosystem and exploding consumer demand in the Middle Kingdom. China, the new engine of automotive Dolby Atmos. Dolby announces the presence of its technologies in more than 40 brands and 150 models. Numerous world premieres were unveiled in Beijing, confirming that the Chinese market is adopting Dolby at an unprecedented speed. BMW is incorporating Dolby Atmos into the 7 Series and the iX3 Long Wheelbase, Lexus is introducing Dolby Atmos on the new ES, while Li Auto, Nio, Zeekr, Hongqi, Onvo, and Dongfeng Nissan are expanding their range of compatible models. Some brands, like Nio, are even launching exclusive features such as Dynamic Video Enhancement. "Double Dolby" is becoming the standard in Chinese electric vehicles. The Dolby Vision/Dolby Atmos combination is becoming a major premium selling point. Li Auto, Nio, and Zeekr already offer this complete experience, transforming the cabin into an immersive multimedia space. Dolby Atmos via Apple CarPlay is now available in Xiaomi, Lotus, BMW, and Hyundai vehicles. And, in a world first on the Nio ES9 SUV, SDR video content benefits from HDR thanks to the Dynamic Video Enhancement mode developed by Dolby Laboratories.
The car, a new place for cultural consumption
;According to the market research and analysis firm Counterpoint Research, three out of four Chinese buyers associate Dolby with a premium vehicle, and eight out of ten are willing to pay more for HDR Dolby Vision/Dolby Atmos features. Dolby Laboratories are highlighting a massive local content catalog: QQ Music, NetEase Cloud Music, Kugou Music, Ximalaya, iQIYI, Tencent Video, bilibili… From music to movies, audiobooks, and short-form content, in China the car interior is becoming a total multimedia space.