In this captivating episode of "Automotive Storytelling", we sit down with two of the most influential figures in automotive audio: Andreas Ehret, Sr. Director Automotive at Dolby Laboratories, and Greg Sikora, Executive Director of Acoustic Systems and HALOsonic Engineering at HARMAN International. Together, they pull back the curtain on how sound becomes a core dimension of the driving experience.KEY INSIGHTSThe Five-Year Integration Challenge: Early Involvement is Everything: Discover why premium audio systems require involvement as early as the body-in-white stage, sometimes 3-5 years before production. Branding through sound: Greg uncovers how HARMAN engineers a distinct sonic identity for each luxury brand — from Bang & Olufsen in Audi to Mark Levinson in Lexus — with a global team of 120 acoustic specialists.The future of in-car audio: Both guests explore how software-defined vehicles, personalization, and spatial audio are converging to make the car the world's most intimate listening space.PRACTICAL TAKEAWAYSKnow your acoustic canvas: Understand that every car model is a unique acoustic environment demanding bespoke tuning, not off-the-shelf solutions.Bridge format and experience: Immersive audio formats only deliver value when the underlying hardware and tuning are aligned from the start of a program.Leverage brand sound as a differentiator: OEMs that invest in a consistent sonic identity build stronger emotional loyalty among drivers.Equip for Software-Defined Evolution: Design audio systems with over-the-air update capability to enable tuning refinements, new features, and continuous value creation post-purchase.ABOUT YOUR GUIDESAndreas Ehret brings 18+ years at Dolby Laboratories, with roots in audio coding research at Fraunhofer IIS — the birthplace of MP3. He now leads Dolby's automotive push, championing Dolby Atmos Music as the definitive in-car listening format.Greg Sikora has spent 20 years shaping how the world's finest cars sound, leading acoustic engineering for brands including B&W, Bang & Olufsen, JBL, and Harman/Kardon across customers from BMW to Ferrari. He is also an active PhD researcher at McGill University."Under the Hood: Automotive Storytelling" uncovers the human narratives driving innovation in an industry that impacts lives worldwide. Hosted by Stéphane Lagresle, this podcast explores how the power of storytelling ultimately connects technology to humans.

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