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Bang & Olufsen partners with Audi and Fraunhofer IIS to create a revolutionary 3D sound experience in the car
A unique three-way industry cooperation between Bang & Olufsen, Audi and Fraunhofer IIS has produced a concept car that redefines expectations from car audio. The Audi Q7 uses revolutionary new 3D audio technology and will be unveiled at the 2013 Consumer
By: PR Newswire
Jan. 8, 2013 03:01 PM
STRUER, Denmark and LAS VEGAS, Jan. 8, 2013 /PRNewswire/ -- Bang & Olufsen, the global provider of exclusive high quality audio and video products, proudly announces its development in 3D sound technology in the car-audio segment, together with Audi and Fraunhofer IIS, the main inventor of mp3 and a renowned source for advanced audio technologies. Under the partnership, the 3D audio solution has been introduced in an Audi Q7 Concept Car, which will be unveiled at the 2013 Consumer Electronics Show in the Audi booth (North Hall, 1130).
The Bang & Olufsen Advanced Sound System is already available today as an optional feature in the Audi Q7. The Concept Car at the CES demonstrates how the next generation of the Advanced Sound System redefines what buyers can expect from an in-car audio system.
Denis Crede, head of sound system development, Audi AG: "At Audi we strive to improve the experience of music enthusiasts by consistently setting new benchmarks with our sound systems. We believe that the introduction of 3D movies has helped to define the next major step forward for in-car sound systems: the reproduction of music in the third dimension. The 3D acoustic dimension of music recordings is reproduced more naturally and more inspirationally than ever through 3D sound. This produces an airiness and openness of the acoustics which corresponds to human hearing. With Fraunhofer IIS and Bang & Olufsen we have partners with whom we were able to jointly realize this idea."
3D sound adds a new emotional dimension to the user experience
This unheard listening experience is based on a sophisticated approach combining the expertise of the Audi and Bang & Olufsen acoustic engineers with the 3D sound know-how of the Fraunhofer team. The new 3D sound system takes any music of the user to the third dimension by a careful analysis built on psycho-acoustic knowledge. This analysis enables the intelligent distribution of the input signal to the loudspeakers in the car creating a highly realistic three-dimensional sound impression. With no more than a push of a button on the Audi Multi Media Interface, the user can adjust the settings and produce an individual level of 3D intensity.
Harald Popp, head of the Multimedia Realtime Systems department of Fraunhofer IIS states: "Based on the know-how from our research and development in 3D audio, the Advanced Sound System of the Audi Q7 Concept Car not only creates an impressive dimensionality and spaciousness, which dissolves the geometry of the car. It also reproduces the genuine richness of the music with ultimate precision for an unrivalled music experience. We are very pleased with the opportunity to develop such a unique sound system together with Audi and Bang & Olufsen."
Listen to the technology
All loudspeakers are covered by high-grade aluminum grilles that reflect the excellence inside the car. In addition, the two dashboard speakers use Bang & Olufsen's patented acoustic lens technology for accurate sound reproduction. The Acoustic Lens Technology was first fitted to the Audi A8 and its major benefit is the way it uniformly disperses high frequencies, broadening it to 180 degrees while at the same time limiting vertical reflections. This provides detailed acoustic staging from any seat of the car.
Experience it for yourself
Meet our partners
Bang & Olufsen and Audi first began to cooperate in 2005 and have since introduced a number of innovations in car audio. We both share a focus on technological innovation as well as pioneering and innovative design. Now, we have teamed up with Fraunhofer IIS, a worldwide authority in the field of advanced audio and acoustic signal processing. Together we present the Audi Q7 Concept Car – a genuine landmark in car audio.
Bang & Olufsen
was founded in Struer, Denmark, in 1925 by Peter Bang and Svend Olufsen, two innovative, young engineers devoted to high quality audio reproduction. Since then, the brand has become an icon of performance and design excellence through its long-standing craftsmanship tradition and the strongest possible commitment to high-tech research and development.
Bang & Olufsen Automotive
offers its partners car audio systems with unprecedented sound quality and listening pleasure for the driver and passengers. In addition to the company's traditional craft skills within manufacturing and aluminium finishing, the systems incorporate the radical synthesis of emotional appeal and technological performance that has long been the hallmark of Bang & Olufsen.
Images are available free of charge from the Bang & Olufsen media centre:
About Fraunhofer IIS
SOURCE Bang & Olufsen
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