The Sonos-Audi Partnership Is not as Thrilling as We would Hoped



On March 9, Audi launched a sequence of inside photographs of its 2022 This autumn E-Tron, and observers have been fast to pay attention to the truth that whenever you look very carefully on the automotive’s speaker grilles, you possibly can see an sudden firm emblem: Sonos. The partnership was confirmed later that day by Sonos CEO Patrick Spence throughout a name with buyers. However the particulars of the mixing of Sonos sound into Audi automobiles weren’t mentioned by both firm, which led to every kind of hypothesis.

Would Sonos convey its Trueplay tuning software program into the combo? Would you be capable to entry the Sonos Radio and Sonos Radio HD streaming music providers from the This autumn E-Tron’s leisure console? Would it not be potential to make use of a Sonos Roam speaker to switch a listening session from the automotive to the Roam, or vice versa?

Now we all know the solutions: No, no, and no. As we speak, Sonos went into extra element about its partnership with Audi, although there actually wasn’t that a lot to say.

“Our ambition is to be the world’s main sound expertise firm,” mentioned Spence in an emailed assertion. “Meaning giving listeners the power to expertise nice sound wherever they go. We’ve present in Audi a accomplice that shares our imaginative and prescient and strategy — an organization that values innovation and design in the identical approach Sonos does. We’re proud right this moment to introduce this Sonos-tuned premium sound expertise within the cabin of the This autumn E-Tron.”

All that mentioned, the one Sonos know-how within the E-Tron is the audio system themselves. “The This autumn options 10 expertly tuned high-performance audio system, together with a middle speaker and subwoofer,” a Sonos consultant instructed Digital Traits.

The E-Tron gained’t be the one Audi with Sonos audio. The 2 firms plan to accomplice on the Audi A1, Q2, and Q3 as nicely.

Whereas I’ve mad respect for Sonos with regards to designing audio system that sound nice, the corporate’s actual power lies in its software program. That is the digital coronary heart of a Sonos house system, and it allows a bunch of superior options like common music search, multiservice favorites and playlists, and the power to decide on your most well-liked voice assistant on the corporate’s good audio system: Google Assistant or Amazon Alexa.

It looks like an actual missed alternative that none of those applied sciences have made their approach into the Audi partnership.

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