Bose aims to lead automotive audio and I have tested their next-generation 3D car speakers.

Bose is expanding its already significant presence in the automotive audio market, a sector in which it has been active for some time. The company collaborates with luxury brands like Cadillac and Porsche, creating high-end speakers that provide drivers the opportunity to enjoy top-quality sound while on the road, whether transporting the family in an Escalade or enjoying a ride in a Porsche Macan. While Bose has a solid range of audio brands, the realm of personal audio is also constantly evolving.

Mercedes-Benz introduced its Dolby Atmos system at the latest CES edition, and now, a year later, many other brands are emerging that are following this trend. At CES 2025, Bose showcased its current range of automotive audio products and offered a preview of what is to come. The prevailing trend in personal audio focuses on supporting 3D audio formats like Dolby Atmos. Consumer home theater products are increasingly incorporating speakers that fire sound upward and sideways, simulating height and immersive effects. Simultaneously, headphone brands are developing spaced audio technologies that transform stereo audio into a surround sound experience.

Bose is also embarking on this innovation in cars. Although Bose’s Dolby Atmos speaker system is not yet available on the market, it is expected to start being implemented this year. During a demonstration, the system was impressive in its ability to deliver immersive sound using spatial audio technologies that enrich the listening experience. However, despite its impact, the author confesses that they are not a fan of spatial audio. Most music is originally designed to be listened to in stereo, and often, Dolby Atmos remixes seem more like a gimmick than a real enhancement. Although the audio in the Escalade with the new Bose technology was broad and immersive, the author is not comfortable with the idea of listening to stereo music in a spatial format.

During the event, a glimpse of other Bose products was also presented, including speaker systems developed by brands that are now part of the company, such as Sonus Faber and McIntosh. These audio systems are highly regarded for their quality, although nothing showcased was truly new. However, their acquisition by Bose makes sense within the context of automotive audio. In a demonstration inside a Rover vehicle, impressive audio quality was perceived, where each instrument occupies its space perfectly in the mix.

Additionally, a demonstration of Sonus Faber speakers valued at $700,000 was offered, in which the sound quality was outstanding. This listening experience was unforgettable and reaffirmed that Bose, as a tech company, must allow its brands to maintain their focus on creating ultra-high-quality audio systems without unnecessary interference.