Home / Metal News / Great Wall Motor, Nanjing University of the Arts, UWA partner on audio & video tech R&D based on in-vehicle Audio Vivid standard

Great Wall Motor, Nanjing University of the Arts, UWA partner on audio & video tech R&D based on in-vehicle Audio Vivid standard

iconJul 9, 2025 20:13
Source:gasgoo
The collaboration also seeks to drive innovation in smart cockpit technologies and promote the commercialization of university-led scientific and technological advancements.

Shanghai (Gasgoo)- On July 6, 2025, Great Wall Motor ("GWM"), Nanjing University of the Arts ("NUA"), and the UHD World Association (“UWA”) officially entered a strategic industry-academia-research partnership aimed at accelerating the industrial application of China's self-developed ultra-high-definition audiovisual standards, according to a post on GWM's WeChat account.

The collaboration also seeks to drive innovation in smart cockpit technologies and promote the commercialization of university-led scientific and technological advancements.

Leveraging their respective strengths in automotive manufacturing, artistic technology, and standards development, the three parties will jointly develop and implement in-vehicle Audio Vivid immersive sound and video technologies. The alliance aims to create an end-to-end, scenario-encompassing innovation loop that integrates technology, content, and ecosystem development.

The partnership is focused on advancing the in-car application of Audio Vivid, a new generation audio codec standard released by UWA, through coordinated efforts in audio-video creative production, spatial audio experiences tailored for vehicle cabins, and the development and promotion of spatial audio algorithms.

"This cooperation marks a major milestone in applying the Audio Vivid standard to the automotive domain," said Jiao Yang, Deputy Secretary-General of the UWA. "Together, we aim to pioneer a new model that integrates ultra-HD audiovisual technology into mobile environments, offering a tangible pathway for the internationalization of Chinese standards."

Data Source Statement: Except for publicly available information, all other data are processed by SMM based on publicly available information, market exchanges, and relying on SMM's internal database model, for reference only and do not constitute decision-making recommendations.

For queries, please contact Lemon Zhao at lemonzhao@smm.cn

For more information on how to access our research reports, please email service.en@smm.cn