Hyundai just democratized premium car audio in a way no one saw coming. The Korean automaker is making Dolby Atmos standard equipment in its new Elexio electric SUV - a China-exclusive vehicle starting at just $16,800. That's a fraction of what luxury brands like Mercedes-Benz and Lucid charge for similar spatial audio systems, potentially reshaping expectations for affordable EVs worldwide.
Hyundai just pulled off something the automotive industry didn't see coming. The Korean automaker announced it's including Dolby Atmos spatial audio as standard equipment across all trim levels of its new Elexio electric SUV, priced between RMB 119,800 and 149,800 ($16,800 to $21,000). That makes it the most affordable vehicle ever to feature the premium audio technology that's been exclusive to luxury cars costing $70,000 and up.
The move represents a seismic shift in automotive audio strategy. Until now, Dolby Atmos has been the domain of premium brands like Mercedes-Benz, Rivian, Cadillac, and Lucid, where it's typically bundled into expensive upgrade packages. Hyundai's decision to make it standard equipment - not optional - signals the company's intent to redefine what buyers can expect from budget-friendly EVs.
The Elexio comes with six built-in speakers optimized for Dolby Atmos, with an option to upgrade to eight speakers using an external amplifier. While that's fewer than the dozen-plus speakers found in ultra-luxury vehicles, the Dolby press release suggests the system can still deliver an immersive three-dimensional audio experience that transforms "the car cabin into an entertainment hub on wheels."
What makes this particularly compelling is the integration with Chinese streaming platforms. The Elexio will feature built-in access to Kugou Music and iQIYI, allowing passengers to experience Dolby Atmos content directly through the vehicle's infotainment system. This isn't just about better music playback - it's about positioning the car as a mobile entertainment venue where movies, dramas, and music come alive with spatial audio.
The timing couldn't be more strategic for Hyundai. China's EV market is increasingly competitive, with domestic brands like BYD and NIO pushing the boundaries on features typically reserved for premium segments. By democratizing Dolby Atmos, Hyundai is attempting to differentiate the Elexio in a crowded field where price alone isn't enough to win buyers.