Having already conquered the cinema and home entertainment worlds, Dolby has been on a campaign over recent years to dominate the increasingly profitable in-car space too. The premium audio visual brand’s latest step in this direction will see Dolby Atmos sound systems being integrated into both BMW’s new 7 Series, and iX3 Long Wheelbase models.

The new Dolby Atmos-equipped BMWs have been unveiled at the current Auto China 2026 show in Beijing, with the cars set to be available to buy from the end of May or the end of September, depending on the exact model you want.

The new Dolby Atmos implementation will be delivered in the upcoming 7 Series cars by a 36-speaker Bowers & Wilkins Diamond Surround Sound System capable of delivering 1,965W of audio power. The system includes Diamond Dome tweeters, headrest speakers, and even roof-mounted 3D channels designed to ensure that the car’s occupants can enjoy a full and intense version of the dome of sound effect that’s so important to a true immersive Dolby Atmos experience.

Dolby Atmos sound will be introduced via Bowers & Wilkins 36-speaker sound systems into the upcoming new BMW 7 Series cars.

Photo: BMW

BMW sees installing Dolby Atmos sound into the new 7 Series and iX3 Long Wheelbase cars as complementary both to these vehicles’ luxury character and advanced rear-seat entertainment features. It also appeals, of course, to the new generation of car consumer which, according to a 2025 study by Counterpoint Research, now places greater importance on in-car entertainment systems than traditional purchase drivers such as price and exterior design. In fact, Counterpoint’s research identified immersive sound as the single most sought-after premium car feature.

The Dolby/BMW 7 Series press information states that the 7 Series and iX3 Long Wheelbase models mark just the start of Dolby Atmos’s rollout across BMW’s vehicle portfolio, with the feature set to extend from BMW’s flagship luxury sedan to its next-generation vehicles as part of a process of broadening access to premium in-car entertainment.

““At Dolby, we believe entertainment is meant to be an experience. Dolby Atmos is transforming the way people experience sound, creating a deeper, more emotional connection to the content they love,” says John Couling, Senior Vice President of Entertainment at Dolby. “Our collaboration with BMW marks an important step in bringing immersive audio into more aspects of everyday life. As vehicles evolve into connected digital environments, we’re working together to make the car a powerful new space for entertainment—delivering premium, studio-quality experiences on the road and expanding Dolby Atmos across BMW’s future lineup.”