Counterpoint Conversations: Dolby’s Vision for Connected Cars
As the automotive industry pivots toward software-defined vehicles and personalized cabin experiences, the role of high-end multimedia is evolving far beyond a simple luxury add-on. In this Counterpoint Conversations, Neil Shah, VP Research and Co-Founder at Counterpoint Research, discusses with Ashim Mathur, VP Marketing (Asia-Pacific) at Dolby Labs, why immersive audio and video are becoming the “new horsepower” for modern vehicles, as shown by our recent consumer survey among Chinese users and creators to understand perceptions about premium in-car audio and video experiences.
The Interview
The discussion focuses on how vehicles are evolving from simple transportation tools into “second living rooms” where premium multimedia experiences are a necessity. Also discussed are how the Chinese market serves as a global benchmark, the rise of user-generated content (UGC) in cars, and why the "Double Dolby" (Vision and Atmos) experience is now a critical commercial control point for automotive OEMs to differentiate their brands and drive consumer purchase decisions.
Key takeaways
- Content ecosystem synergy: Dolby works on an end-to-end content ecosystem, covering the content chain from creators to platforms and devices to deliver a consistent premium experience.
- ‘Second living room’ shift: Cars are becoming entertainment spaces where consumers expect home-theatre and cinema-quality media experiences.
- Scalability as a competitive edge: Dolby’s solutions scale across vehicle segments, from basic audio systems to premium multi-speaker setups.
- Changing content consumption habits: Short-form and user-generated content consumption in vehicles has grown significantly, from 7% to ~40%.
Analyst takes
- Entertainment as the new horsepower: In-car infotainment is now a key purchase driver, often outweighing price or design.
- A sanctuary beyond media: Cars are evolving into spaces for work, wellness, relaxation and rest.
- Future-proofing for autonomy: Autonomous vehicles will become hubs for content creation and social interaction.
- Global expansion and branding: While China leads in innovation, the demand for “Double Dolby” experiences is expanding globally, with significant traction seen in global luxury brands like BMW, Lexus and Cadillac, as well as Indian OEMs like Mahindra and Tata.
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Counterpoint Research is a global industry and market research firm providing market data, intelligence, thought leadership and consulting across the technology ecosystem. We advise a diverse range of global clients spanning the supply chain – from chipmakers, component suppliers, manufacturers and software and application developers to service providers, channel players and investors. Our veteran team of analysts serve these clients through our offices located across the key innovation hubs, manufacturing clusters and commercial centers globally. Our analysts consistently engage with C-suite through to strategy, market intelligence, supply chain, R&D, product management, marketing, sales and others across the organization. Counterpoint’s key coverage areas: AI, Automotive, Cloud, Connectivity, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks & Infra, Semiconductors, Smartphones and Wearables.