Swedish digital audio pioneer Dirac today announced it will host an exclusive Automotive Audio Innovation Showcase in parallel with IAA Mobility 2025, offering attendees an opportunity to experience the future of in-car sound at one of Europe’s most prestigious audio venues – msm-studios in Munich.
Taking place September 10 – 11 from 12:00 – 6:00 p.m., the showcase will transform msm-studios into a hub for cutting-edge automotive audio demos, product walkthroughs, and industry dialogue. The event will bring together premium audio brands, innovative technology providers, and creators to demonstrate how software-defined audio is transforming the in-cabin experience.
The showcase will allow guests to move seamlessly between indoor meeting spaces and the outdoor demo vehicle area, where a curated lineup of vehicles outfitted with groundbreaking audio technologies will be on display. Featured demonstrations include:
PIEGA × Dirac – A New Benchmark in Branded Automotive Audio
Unveiled in a bespoke BMW iX, this collaboration combines PIEGA’s proprietary ribbon tweeters and COAX midrange/tweeter ribbon drivers with Dirac’s most advanced cabin optimization platform, AudioIQ, and its true-to-source spatial upmixer, Dirac Dimensions. The result is a 45-channel, Dolby Atmos-enabled automotive audio demo system, enabled with that delivers a highly immersive, precision-tuned in-car listening experience across multiple configurations, rivaling top-tier reference studios.
Grewus × BdSound × Sonified by Trèves × Dirac – Personalized Audio Meets Smart Cabin Integration
This multi-partner showcase delivers seat-specific, full-range audio through a breakthrough combination of haptic feedback, exciter-based sound, voice management, and attenuation processing. Using exciters embedded directly into headrests, and haptic actuators in the seats, paired with various algorithm solutions, the system enables a deeply immersive and personal sound experience without compromising cabin design. The solution is lightweight, sustainable, and seamlessly integrated – made possible through Dirac’s AudioIQ platform.
msm-studios × Streamsoft Europe × Dirac – Studio-Level Sound on the Road
This concept brings the acoustic precision of a professional recording studio into the vehicle cabin. Streaming high-fidelity multichannel audio, the system replicates the depth, clarity, and spatial realism of studio-grade sound, now available for every seat. Powered by Dirac’s signature processing, it demonstrates what’s possible when streaming infrastructure, tuning intelligence, and automotive-grade engineering work in concert.
“These demonstrations will provide a glimpse into the future of mobility, where audio becomes an integral part of the vehicle’s identity,” said Hendrik Hermann, VP Automotive at Dirac. “Together with our partners, we’re showcasing how software-defined audio can transform any cabin into an immersive, emotionally resonant listening space, elevating the driving experience for every occupant.”
