Dolby and BMW are bringing cinema-style audio into the car, starting with the new BMW 7 Series announced at the Beijing Auto Show 2026.
The partnership adds Dolby Atmos to BMW’s flagship sedan, with plans to roll it out across more models in the near future.
The setup pairs Dolby’s immersive audio tech with BMW’s Bowers & Wilkins Diamond Surround Sound System. It turns the cabin into a fully spatial listening environment. In practice, that means music and audio aren’t just coming from left and right. Instead, they’re placed all around you, with more depth and separation than traditional in-car systems.
In the 7 Series, the system uses up to 36 speakers and 1,965 watts of power, including headrest speakers and roof-mounted channels. These are designed to make full use of Dolby Atmos’ 3D sound. As a result, you get a more detailed, layered listening experience that fits neatly with the car’s luxury positioning. This is especially true when paired with its rear-seat entertainment setup.
This isn’t a one-off feature, either. BMW says Dolby Atmos will expand to other vehicles, including the upcoming iX3 Long Wheelbase. This is part of a wider push to turn the car into a connected entertainment space rather than just a way to get from A to B.
That shift is already happening. A recent 2025 study from Counterpoint Research found that in-car entertainment, particularly high-quality audio, is becoming a bigger priority for buyers. It is now even ahead of more traditional factors like price or exterior design in some markets.
Dolby, for its part, sees this as the next step in bringing its tech beyond the living room. “Entertainment is meant to be an experience,” said John Couling, Senior Vice President of Entertainment at Dolby, pointing to cars as a growing space for premium, studio-quality sound.
Visitors at the Beijing show will be able to try the system firsthand at BMW’s stand. There will be demos showing how Dolby Atmos changes the in-car listening experience.
For now, the 7 Series is the starting point. However, it’s clear BMW is betting that better sound could become one of the biggest upgrades you notice on your next car.
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