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MARKET & TECHNOLOGY TRENDS
Premium In-Car Audio Systems

Have a Clear Road Ahead

By Anne-Françoise Pelé

or audiophiles and music enthusiasts, sound quality is a paramount allow the driver to engage with their in-car
consideration wherever they happen to be, including the car. Premium systems in a simple, intuitive way, whether for
navigation, temperature settings, or enter-
F audio systems are now a staple in high-end luxury vehicles, and the steady tainment features.
demand for a more personalized and natural in-car audio experience is driving Autonomous driving is one of the key
the growth of new artificial-intelligence features and speaker configurations. application areas of artificial intelligence and
machine learning. Autonomous vehicles will
More than 16 million premium automotive audio systems will be shipped be equipped with various sensors, such as
by 2025, according to SAR Insight & Consulting’s latest report on the topic, cameras, radar, and LiDAR, which will help
them better understand their environment
“In-Car Audio Distribution: The Connection Between Audio and Vehicle and surroundings. These sensors generate
Brands.” Cars will be available by then with 3D immersive audio, noise- a massive amount of data that will require
cancellation solutions, speakerless systems, voice assistant platforms, OLED significant computational capacity with low
latency. To make sense of the data produced
displays, digital dashboards, and embedded operating systems supported by these sensors, there is a need for real-time
through cellular wireless connectivity, the report predicts. processing capabilities.
When it comes to safety, we will see the
Shortly after the report was released, EE Times Europe consulted Dennis rise of decentralized AI, which will be located
Goldenson, director of artificial intelligence and machine learning at SAR closer to the assets and devices that are
carrying out functions. Highly sophisticated
Insight & Consulting, for a deeper assessment of the transformation and
machine-learning models that are powered by
penetration of premium audio system solutions servicing the connected auto- neural networks will be optimized to run on
motive market. An important takeaway was the expanding role of artificial the edge, delivering real-time diagnostics on
vehicle performance and safety.
intelligence in personalizing the audio experience for drivers and passengers, When you talk about game changers,
enabling natural interactions between the car and the driver, and enhancing there is no question that AI and real-time
audio processing will be transformative
contextual safety. for the automotive industry, as they have
been across markets. AI will be the key in
EE TIMES EUROPE: What do you mean, significant factors in the growth of premium maximizing connectivity and helping us
exactly, by “premium audio system audio systems and features. move closer to mobility services and fully
solution”? What technology or feature autonomous driving.
makes it premium? EETE: What does AI audio processing bring
Dennis Goldenson: Good question. Over the to in-car systems? EETE: SAR predicts that there will be
years, there have been various definitions Goldenson: Companies contributing to the over 16 million premium audio systems
applied to premium audio systems — every- automotive market are realizing how artificial shipped globally by 2025. What’s the
thing from number of speakers, surround intelligence can deliver smarter audio signal status today? Could you elaborate on this
sound, and watts processing within the vehicle. This technol- growing trend?
per device to the ogy brings a whole range of enhancements to Goldenson: We estimate that premium audio
associated brand. In in-car systems, including natural-language system volumes in new vehicles grew from
fact, there are a wide processing, speech recognition, and selective just under 13 million units globally in 2020,
range of perspec- noise-canceling solutions as well as custom- a modest 3% growth from the previous year
tives and a lack of ized infotainment systems with personalized (2019). Close to one-fifth of new vehicles
industry consensus vehicle settings, content, and recommenda- produced globally now include a premium
on the components tions that learn from a vehicle occupant’s audio system. With over 50 million mid-range
and features that preferences. and luxury vehicles being produced annu-
characterize a premium audio system. ally in 2020, growing to 70 million by 2025,
SAR Insight defines premium audio EETE: What are the promises of AI for we can expect to see a growing trend in the
system solutions as head units that have future cars in terms of infotainment advancement of network-enabled infotainment
been provided to the OEM by a “brand” and safety? systems. Premium sound systems will continue
audio manufacturer. Examples would include Goldenson: AI-powered infotainment to remain in demand as new in-car audio with
standard brand-name car audio systems such systems will know the type of music that well-known brands promotes features such as
as Harman, Bose, Bang and Olufsen, Bower & appeals to a stressful driver and calm his immersive audio, streaming content services,
Wilkins, Burmester, and Meridian. Consumers’ or her nerves. AI-powered voice assistant voice recognition, and noise-cancellation
preferences for reliable brands that translate platforms with advancements in speech rec- solutions to meet the growing expectations of
into vehicle and sound quality continue to be ognition and natural-language processing will the “connected” vehicle consumer.

www.eetimes.eu | FEBRUARY 2021