[Mania] Running Home Theater

Rolls-Royce Bespoke Audio
Sound Adjusted According to External Noise
Genesis G90 Features 3D Sound
Navigation Guidance Only in Driver's Head
BMW i7 Surround System
35 Speakers with 1965W Output

[Asia Economy Reporter Choi Dae-yeol] Rolls-Royce, the British luxury car brand famous for bespoke customization, also pays great attention to its audio systems. The bespoke audio system, specially designed by sound engineers using the latest technology, features microphones that detect even the most subtle sounds. These microphones monitor external noise and finely adjust the volume and sound tone accordingly.

The system corrects frequency and phase for each speaker inside the vehicle, ensuring clear sound even when loud noises occur outside. With 18 speakers delivering 1300W, it creates an impression as if you are listening to a live performance. There are two bass speakers located in the trunk and two exciter speakers on the roof. The price is about 12 million Korean won. Considering that some Rolls-Royce options cost hundreds of millions of won, this seems relatively reasonable.

Even indifferent people change once they experience good speakers. Hearing is a sense that distinctly perceives the difference after encountering high-end products, which may not be noticeable with cheap ones. This is why many have spent money on car audio systems, also known as car audio, since the past. Recently, as vehicle electronic systems have become more complex and integrated, it has become difficult to spend extra money on tuning separately. Instead, automakers themselves put effort into audio systems. They sometimes collaborate with professional audio companies to tailor the system to the vehicle’s characteristics.

Headrest speakers adopted in the Bang & Olufsen Premier 3D sound system of the Genesis G90

Cars have become more than just means of transportation; they have become living spaces. With the advancement of driving assistance features and the imminent spread of autonomous driving technology, in-car content consumption is bound to increase significantly. Unlike static interiors, dynamic vehicles do not provide an ideal listening environment. Vehicles are constantly exposed to the outside, and noise and vibrations are transmitted during driving. The confined space also causes sound to easily reflect inside. This is why the expertise of automakers and audio companies is even more necessary.

The most expensive domestic flagship, the Genesis G90, is equipped with the high-end Bang & Olufsen Premier 3D sound system. Each seat has speakers positioned in three directions, delivering delicate and dynamic sound. There are a total of 23 speakers inside the vehicle. The driver’s seat headrest speaker provides navigation guidance and warning sounds only to the driver, reducing unnecessary noise for other passengers. The Acoustic Lens Technology (ALT) tweeter speakers applied in this car widen the sound coverage area, delivering uniform and distortion-free sound regardless of where passengers are seated. The G90 and the electric vehicle-exclusive model GV60 feature Beosonic technology, which allows passengers to intuitively adjust the sound to suit different situations more easily.

Beosonic applied to the Bang & Olufsen sound system of Genesis G90 and GV60

The recently launched BMW flagship i7 in Korea is equipped with Bowers & Wilkins (B&W) Diamond Surround Sound System. Including headrest-integrated speakers and seat exciters, there are 35 speakers in total, delivering up to 1965W of power. B&W is an audio brand frequently used in vehicles costing over a hundred million won. The rear seats of this car feature a large 31-inch screen. The interior experience is designed to feel like watching a movie in a theater or enjoying a concert, so the audio system has been given considerable attention.

Due to its sophisticated and complex system, it is expensive. The Italian hypercar brand Pagani Huayra uses Sonus Faber speakers, consuming 1200W of power, three times that of a basic system. Although the exact price is not disclosed, the audio system alone is known to cost around 100 million won. A pair of this brand’s home speakers usually costs about 25 million won. Mercedes-Benz, a symbol of luxury cars, uses Burmester audio in its top-tier Maybach line. This option also costs around 12 million won.

As the importance of audio has increased recently, more affordable car models are also being equipped with expensive audio brands. The new model of Kia’s eco-friendly exclusive vehicle Niro features Harman Kardon, allowing various settings according to personal preferences. Meridian, a British audio brand established in 1977, was first applied to Kia’s mid-to-large sedan K8 among domestic cars. The K8 audio system uses the company’s first developed diaphragm made of natural pulp and nano metal composite material. It is effective in producing natural sound while faithfully reproducing the original audio.