Automotive Audio System Industry Report, 2023
  • Oct.2023
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Technology development: personalized sound field technology iteration accelerates

From automotive radio to “host + amplifier + speaker + AVAS” mode, automotive audio system has passed through several technological iterations, and tends to be personalized and intelligent. In current stage it has been integrated as part of intelligent cockpit. In specific modes, it can be combined with seat, display, ambient light, intelligent voice assistant and other functions to meet owners’ needs for personalized experience of sound effect.

Technically mainstream vehicle models highlight application of zone tuning and immersive sound field technologies, in addition to use of more speakers:

1.In tuning technology, sound effect algorithm, frequency shift algorithm, sound wave simulation algorithm, in-car active noise reduction, multi-zone sound field replay, speaker array broadband sound field control and other acoustic signal processing algorithms are critical.

2.In sound field technology, Dolby Atmos and sky surround sound are widely used, and enabled through headrest audio and canopy speaker.

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Zone tuning and KTV mode boasted far higher installation rates in models launched on market in recent year:

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In addition, during upgrading the audio system solution, different scenario modes also boost optional audio components business. For example, in Li Auto’s L family, the ambient light can be linked with the audio system in KTV mode, and Li Auto Mall also launches matched microphones, including four-mic / two-mic version, priced at RMB 799/459, respectively.   

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Market status: new energy models with more than 8 speakers per vehicle accounted for more than 45% of the total sales

Starting from 2020, the sales of passenger cars each with more than 8 speakers have been on the rise. As of December 2022, the sales of passenger cars each with more than 8 speakers have reached 6,689,000 units, with a penetration rate of 33.6%; the growth rate is projected to range at around 23% in 2023; it is conceivable that in 2026 the penetration rate will reach up to 79.5%, and the sales will achieve 15.896 million units, with CAGR of 24.16%.    

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In 2023, in terms of numbers of speakers (standard configuration) per vehicle, the top ten models by sales volume pack 6, 4, 8, 2, 12, 10, 9, 14, 7, and 16 speakers, respectively. The 21-speaker and 23-speaker solutions were launched in 2022, and the sales of matched models surged by over 150%, of which the typical 21-speaker models were Li Auto’s L family and the typical 23-speaker models were NIO ET5/7 and ES7/8; the 14-speaker models also grew over 140%, mainly driven by the sales of Model Y and Denza D9.   

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The use of more speakers and the further iteration of audio system technology have favored higher audio system value per car. As of September 2023, the content-per-car value of audio system has averaged over RMB1,500; with additional cost of RMB500-1,000, the cost of high-end models has increased by RMB2,000-2,500.  

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OEMs: emerging carmakers lead the way in vehicle audio solution iteration
From 2020 to H1 2023, among models of conventional OEMs like SAIC and FAW, passenger cars with over 8 speakers took a low share, compared with a high proportion in emerging carmakers. Wherein, Tesla Model 3/Y is equipped with more than 8 speakers; over half of the models of Great Wall and BMW Brilliance carry more than 8 speakers.

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Conventional OEMs differ from emerging carmakers in audio system solution design and planning:

1.Conventional OEMs (FAW-Volkswagen, FAW Toyota, BMW Brilliance, etc.) prefer the outsourcing model where suppliers are responsible for audio design, equipment, and tuning services. Thereof, mid- and low-end models use speakers from white-label suppliers, while high-end models cooperate with audio brands;

2.Emerging carmakers (Tesla, NIO, Xpeng, Li Auto, etc.) pay more attention to cost reduction. They adopt the model of “independent design of audio system solutions, outsourcing of equipment/tuning, and provision of tuning software OTA services”, and self-develop some tuning algorithms (e.g. sound effect algorithm for Li L9). 

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In R&D of audio system technologies, most conventional OEMs tend to develop acoustic quality adjustment and sound field technologies (e.g. headrest audio technology):

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Suppliers: white-label manufacturers boast a surging share, and tuning suppliers become superior
From January to July 2023, the top 10 audio suppliers by installations took a combined market share of lower than 60%, of which the top three, Goertek Dynaudio, Harman and Martin Logan boasted installations of 1,077,000 units, 698,000 units, and 327,000 units, respectively. Among them, Goertek Dynaudio supported models of Xpeng and BYD; Harman’s multiple brands such as Harman Kardon, Infinity, JBL and Revel covered a wide range of models of BMW, Great Wall Motor, Lincoln and others. After a surge during 2021-2022, the growth of audio brands slowed down; white-label manufacturers such as Sonavox grew by over 45% in H1 2023, much higher than audio brands.   

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As concerns ecosystem, emerging carmakers put more focus on software tuning technology. Relying on DSP chips and sensor technology, they change the existing brand audio system solutions via software tuning system and OTA services, and then turn to the “software tuning + white-label OEM” mode. The overall audio solution is that white-label/brand manufacturers provide audio hardware, and emerging carmakers configure tuning systems according to hardware and build algorithms based on models of tuning engineers, meeting users’ personalized tuning requirements. In this context, Dirac and other tuning suppliers remain superior, with tuning algorithms slashing vehicle cost. 

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In the recent two years, Xpeng Motor and BYD among others have launched “musical cockpit” and “musical coupe” in their new energy models. They are backed by comprehensive solutions developed by audio brands such as Dynaudio and Harman using their own acoustic technologies. In May 2023, Harman planned to use its brand audio to further create an overall musical cockpit product line, including a new-generation musical cockpit which combines Harman’s technologies in intelligent vehicle connection and brand audio, and improves user experience in all aspects from vision and hearing to telematics. 

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1 Introduction to Automotive Audio System
1.1 Structure and Function of Automotive Audio
1.1.1 Development History
1.1.2 Audio System Composition 
1.1.3 Integration of Audio Host and IVI System
1.1.4 Digital Amplifier: Types
1.1.5 Digital Amplifier: Structure
1.1.6 Digital Amplifier: Introduction of DSP Amplifier
1.1.7 Digital Amplifier: Structure of DSP Amplifier 
1.1.8 Digital Amplifier: Principle and Function of DSP Amplifier
1.1.9 Digital Amplifier: Commonly Used DSP Chips
1.1.10 Speaker
1.1.11 Woofer
1.1.12 AVAS system
1.1.13 Automotive Microphone
1.1.14 Speaker Installation Position
1.1.15 Microphone Installation Position
1.2 Audio System Surround Technology
1.2.1 Dolby Atmos Technology
1.2.2 Sound Field Technology
1.2.3 Headrest Audio
1.3 Audio System Material Technology
1.3.1 Built-in Dome Unit
1.3.2 Magnesium Silicate Polymer Cone and Aluminum Voice Coil
1.3.3 Dissymmetric Spider
1.3.4 Magnetic Drive System
1.3.5 Magnetic Fluid and Crossover
1.3.6 XStat Sensor
1.3.7 Folded Motion Technology
1.3.8 Bass Technology
1.4 Vehicle Tuning Software Algorithm
1.4.1 EQ Equalizer
1.4.2 Dirac Room Algorithm
1.4.3 DSP Active Speaker
1.4.4 Enhanced Bass Calibration Algorithm
1.4.5 FIFO Buffer Adjustment Technology
1.4.6 Exponential Smoothing Filter Algorithm
1.4.7 Data Storage and Packing Technology
1.4.8 Upsampling Algorithm
1.4.9 3D Audio Reproduction Technology
1.4.10 Multi-zone Sound Replay Technology
1.5 Vehicle Audio Intelligent Technology
1.5.1 Noise Reduction Technology
1.5.2 In-vehicle Calling Rendering Technology 
1.5.3 Customizable Zoning Volume Control
1.5.4 Front/Rear Volume Zoning (RSA)
1.5.5 Sound Effect Upgrade Technology
1.5.6 Virtual Scenario Technology

2 Status Quo of Automotive Audio Market
2.1 Market Data Analysis
2.1.1 Sales and Growth Rate
2.1.2 Installation Volume and Penetration Rate of Multi-Speaker Models (by Energy Type), 2020H1-2023H1
2.1.3 Installation Volume and Penetration Rate of Multi-Speaker Models (by Price Range), 2020H1-2023H1
2.1.4 Installation Volume and Penetration Rate of Multi-Speaker Models (by Vehicle Class), 2020H1-2023H1
2.1.5 Installation Volume and Penetration Rate of Multi-Speaker Models (by Manufacturer Type), 2020H1-2023H1
2.1.6 Installation Volume and Penetration Rate of Multi-Speaker Models (by OEM), 2020H1-2023H1
2.1.7 Installation Volume and Penetration Rate of Multi-Speaker Models (by Brand), 2020H1-2023H1
2.1.8 Installation Volume and Penetration Rate of Multi-Speaker Models (by Supplier), 2020H1-2023H1
2.1.9 Top 20 Passenger Car Models by Audio Installations in China, Jan.-Jul. 2023 
2.2 Industry Chain

3 Automotive Audio System Manufacturer
3.1 Goertek Dynaudio 
3.1.1 Profile
3.1.2 Speaker of Goertek
3.1.3 Dynaudio Advanced Audio System
3.1.4 Installation Volume of Dynaudio  Audio System, 2020-2023H1
3.1.5 Dynaudio Mobile Panorama Solutions
3.1.6 Dynaudio Car Audio: Solutions for Volkswagen
3.1.7 Dynaudio New Generation Technology Research Direction
3.1.8 Dynaudio Speaker Technology
3.2 Harman
3.2.1 Profile
3.2.2 Installation Volume of Harman Audio System, 2020-2023H1
3.2.3 Harman Music Cockpit
3.2.4 Harman Intelligent Audio Technology
3.2.5 AudioWorX Suite
3.2.6 Clari-Fi Technology
3.2.7 HALOsonic Technology Suite
3.2.8 Independent Sound Zoning (ISZ) Technology 
3.2.9 Virtual Work Technology
3.2.10 Revel Solution for Lincoln
3.2.11 Harman Kardon
3.2.12 Installation Statistics of Automotive Audio System for Harman Kardon
3.2.13 QLS-3D Technology
3.2.14 VNC technology
3.2.15 Logic7 Surround Technology
3.2.16 Auto Leveling and Speed Volume Compensation Technology  
3.2.17 Infinity Profile
3.2.18 Installation Statistics of Automotive Audio System for Infinity 
3.3 BOSE
3.3.1 Profile
3.3.2 Audio System Installation Volume of BOSE, 2020-2023H1
3.3.3 Automotive Audio Technology
3.3.4 Active Sound Management Technology
3.3.5 Seat Sound Field Technology
3.3.6 Active Management Technology
3.4 Martin Logan
3.4.1 Profile
3.4.2 Automotive Audio Installation Statistics
3.4.3 Automotive Audio Technology
3.4.4 Electrostatic Technology
3.4.5 Curved Line Source Technology
3.4.6 Cone Woofer
3.5.1 Profile
3.5.2 Matching Models
3.5.3 Customized Chips
3.5.4 Characteristics of Audio
3.6 Dirac
3.6.1 Profile
3.6.2 Dirac Live Room Correction Sound Field Technology
3.6.3 Dirac Optep Sound Optimization Technology
3.6.4 Dirac Virtuo Spatial Audio Technology
3.6.5 Dirac Automotive Intelligent Audio Platform
3.6.6 Dirac Upmix Technology
3.7 Bowers & Wilkins 
3.7.1 Profile
3.7.2 Automotive Audio Installation Statistics
3.7.3 Diamond Dome Speaker and Nautilus Speaker
3.7.4 Top Tweeter and Speaker Cone Technology
3.7.5 Noise Reduction Technology
3.8 Meridian
3.8.1 Profile
3.8.2 Audio Installation Statistics
3.8.3 Automotive Audio Technology
3.9.1 Dedicated Sound Unit
3.9.2 Tuning Modes
3.10 Sonavox 
3.10.1 Profile
3.10.2 Automotive Audio Installation Statistics
3.10.3 Automotive Audio Technology
3.11 iFLYTEK
3.11.1 Profile
3.11.2 Intelligent Vehicle Product Layout
3.11.3 Intelligent Interaction Development Route
3.11.4 Intelligent Cockpit Solutions
3.11.5 Feiyu Platform
3.11.6 Noise Reduction Technology
3.11.7 Upsampling Algorithm
3.12 NXP
3.12.1 Profile
3.12.2 Product Types
3.12.3 Audio Solutions
3.12.4 Speaker Solutions

4 Automotive Audio System Cases and Trends
4.1 Tesla
4.1.1 Installation Share of Speakers in Tesla Models
4.1.2 Model 3 Audio Analysis
4.1.3 Model Y Audio Analysis
4.1.4 Tesla Microphones
4.2 BYD
4.2.1 Sales of Models with Different Speakers
4.2.2 Audio Parameters of Models
4.2.3 Audio Components Wiring Diagram
4.2.4 Han EV Speaker Solution: Hardware Equipment
4.2.4 Han EV Speaker Solution: Software Tuning
4.2.5 Yangwang U8 Speaker Solution
4.3 Xpeng Motor
4.3.1 Sales of Models with Different Speakers
4.3.2 Audio Parameters of Models
4.3.3 P7 Model Analysis
4.4 Li Auto
4.4.1 Sales of Models with Different Speakers
4.4.2 L Series
4.4.3 L9 Model Analysis
4.5 NIO
4.5.1 Sales of Models with Different Speakers
4.5.2 ET7 Model Analysis 
4.5.3 ET5 Model Analysis 
4.5.4 ES8 Model Analysis 
4.6 Neta Auto
4.6.1 Sales of Models with Different Speakers
4.6.2 Neta S Model Analysis 
4.7 Great Wall Motor
4.7.1 Sales of Models with Different Speakers
4.7.2 Haval Kugou Model Analysis
4.7.3 Tank 300 Model Analysis
4.7.4 Mocca Model Analysis
4.8 Changan Auto
4.8.1 Sales of Models with Different Speakers
4.8.2 Major Intelligent Vehicle Models of Changan Ford
4.8.3 Model Analysis
4.9 Geely
4.9.1 Sales of Models with Different Speakers
4.9.2 Major Model Parameters
4.9.3 Boyue Model Analysis
4.9.4 Monjaro L Model Analysis
4.9.5 XC90 Model Analysis
4.10 SAIC
4.10.1 Sales of Models with Different Speakers
4.10.2 Major Intelligent Vehicle Models of SAIC-GM
4.10.3 IM Motor Series Audio 
4.10.4 IM LS7
4.10.5 Buick Model Analysis
4.10.6 Cadillac Model Analysis
4.11 FAW
4.11.1 Sales of Models with Different Speakers
4.11.2 Sagitar Model Analysis
4.12 BMW
4.12.1 Sales of Models with Different Speakers
4.12.2 BMW I7 Model Analysis
4.13 Mercedes-Benz
4.13.1 Sales of Models with Different Speakers
4.13.2 Maybach Model Analysis
4.14 Other Models
4.14.1 ARCFOX αT/S
4.14.2 AITO M5
4.14.3 Lotus Eletre
4.14.4 Porsche Taycan
4.14.5 HiPhiX
4.15 Trend Analysis
4.15.1 Trend 1 
4.15.2 Trend 2 
4.15.3 Trend 3 
4.15.4 Trend 4 
4.15.5 Trend 5
4.15.6 Trend 6 
4.15.7 Trend 7 
4.15.8 Trend 8 
4.15.9 Trend 9 
4.15.10 Trend 10
4.15.11 Trend 11
4.15.12 Trend 12 
4.15.13 Trend 13

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