When it comes to multimedia integration, the VW subsidiary Audi has been a pioneer in the industry for years.
Now the VW subsidiary has taken the next step.
Santa Barbara / Ingolstadt - The Ingolstadt-based car manufacturer Audi has brought on board a new partner for entertainment electronics.
Sonos boss Patrick Spence announced on Tuesday in a video conference with analysts that the future electric model Q4 e-tron will be equipped with loudspeaker systems.
The 2002 company from Santa Barbara, California has so far been known in Germany primarily for its wireless home speaker systems.
They are based on WLan radio technology and make it possible to listen to audio files in several rooms at the same time and without the long and annoying time delay (latency).
Now the Californians are also pushing into the auto business.
In the past there had been several speculations about such a step.
Audi: Fans discover new suppliers on photos
The VW subsidiary presented details about the Audi Q4 e-tron on Tuesday.
Although Sonos was not mentioned, Internet users discovered the Sonos logo on the loudspeaker in one of the doors in a photo of the interior.
Spence then confirmed the collaboration in response to an analyst request.
Audi is innovative and ready to experiment, he said.
Further details on the cooperation will be available soon.
"The main thing is that it drives - and has a good music system in it."
Bayern youngster Jamal Musiala in the sports picture when asked about his future company car.
The market for audio systems in cars is highly competitive.
One of the leading suppliers is the Samsung subsidiary Harman, which equips cars under well-known hi-fi brands such as JBL.
However, the market is considered difficult.
Automakers are notorious for haggling over cents with suppliers themselves in order to drive down the cost per vehicle.
Audi: Sound systems are considered to have high margins
However, due to the high margins, the business is considered lucrative for car manufacturers.
Because driving performance is becoming more and more the same and users have their favorite music with them on their smartphones practically all the time, sound systems are becoming increasingly important.
In recent years, the German manufacturers have expanded their range of sometimes extremely expensive audio extras and also brought well-known audio specialists on board.
In models such as the GLC or the E-Class, Mercedes-Benz offers not only standard speakers but also high-quality sound systems from the Berlin luxury audio brand Burmester.
Arch-rival BMW recently upgraded and added the English luxury brand Bowers & Wilkins to its range.
The importance of audio entertainment has only just been made clear by FC Bayern * new professional Jamal Musiala * (18).
When asked about his future company car, Musiala said, “The main thing is that it drives - and has a good music system in it.”
* Tz.de is part of IPPEN.MEDIA
.
