Bang & Olufsen partners with Audi and Fraunhofer IIS to create a revolutionary 3D sound experience in the car

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 Electronics show in Las Vegas.

PR Newswire

STRUER, Denmark and LAS VEGAS, Jan. 8, 2013

STRUER, Denmark andLAS 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,

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
"Bang & Olufsen Audio Systems for cars are widely renowned for their unique
ability to turn a car interior into a real high-end listening room, and with
the addition of the 3D sound algorithm and associated speaker units and
amplifiers in this Audi Q7 Concept Car, we add a new important emotional
dimension into the listening experience. Extending beyond the small confined
space of the vehicle cabin, the available sound experience now ranges all the
way from a very big and open sense of space to the purist setting such as a
control room of a recording studio," says Bjarne Sorensen, Senior Manager Car
Concept Creation and Communication.

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
The concept car has 23 active loudspeakers and more than 1500 watts of
amplification power, driven by a new 23 channel DSP Most amplifier. The
loudspeakers have been specially selected to complement the architecture
inside the car and create the unique sense of listening to music inside a
concert auditorium.

  oTwo loudspeakers in the dashboard center (tweeter and broadband)
  oTwo tweeters in the dashboard (left/right) with acoustic lens technology
  oOne mid-high loudspeaker in each A pillar
  oOne tweeter in each A pillar
  oTwo loudspeakers in each front door with a woofer and a midrange
  oThree loudspeakers in each rear door with a woofer, midrange and a
  oTwo surround loudspeakers in each D pillar, consisting of a tweeter and
  oOne closed subwoofer box in the spare wheel compartment

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
As well as experiencing the new standards set by the Q7, you can also witness
the revolutionary 3D audio technology for yourself at the listening room at
the Consumer Electronics Show in Las Vegas, located in the Audi booth 1130 in
North Hall. The room will also contain an impressive array of Bang & Olufsen
products, including:

  o18 fully active Bang & Olufsen speakers, including seven floor standing
    BeoLab 5's and ceiling mounted BeoLab 3's, all showcasing the patented
    acoustic lens technology as seen in B&O car audio systems
  oMore than 20 KW of ICEpower amplification built in the speakers
  oA 103" BeoVision 4 plasma TV, the ultimate in home cinema viewing

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.
Still at the forefront of domestic technology, Bang & Olufsen has extended its
comprehensive experience with integrated audio and video solutions for the
home to other areas such as the hospitality and automotive industries in
recent years. Consequently, its current product range epitomizes seamless
media experiences in the home as well as in the car and on the move.
For more information on Bang & Olufsen, please visit

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.
Bang & Olufsen Automotive launched its first car audio system in 2005, and
will continue to innovate and refine together with its partners within the
automotive industry.

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About Fraunhofer IIS
The Fraunhofer IIS Audio and Multimedia division, based in Erlangen, Germany,
has been working in digital audio technology for more than 20 years and
remains a leading innovator of technologies for cutting-edge multimedia
systems. Fraunhofer IIS is the main inventor of mp3 and universally credited
with the co-development of AAC (Advanced Audio Coding).
Through the course of more than two decades, Fraunhofer IIS has licensed its
audio codec software and application-specific customizations to at least 1,000
companies. Fraunhofer estimates that it has enabled more than 5 billion
commercial products worldwide using its mp3, AAC and other media technologies.
The Fraunhofer IIS organization is part of Fraunhofer-Gesellschaft, based in
Munich, Germany. Fraunhofer-Gesellschaft is Europe's largest applied research
organization and is partly funded by the German government. With 20,000
employees worldwide, Fraunhofer-Gesellschaft is composed of 60 Institutes
conducting research in a broad range of research areas. For more information,
contact Matthias Rose,, or visit

SOURCE Bang & Olufsen

Contact: Monica Gartner, PR Consultant, Bang & Olufsen America, Inc.,
+1-847-347-0709 (mobile), +1-847-590-4920 (direct),
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