SiriusXM will current a brand new hybrid radio system in Audi Automobiles
The entertainment platform contains on-demand functions
The on-demand functionality is a notable feature of the 360L platform.
This article has been updated to take into account that introduction is limited to Audi vehicles. 360L is available on select Ram and General Motors vehicles.
Satellite radio is on the verge of an important increase in performance. US car buyers will soon get their first glimpse into Audi’s use of SiriusXM’s new 360L hybrid radio system.
The company announced that the platform will be showcased in ten model year 2021 Audi vehicles that will be in showrooms this fall.
Hybrid radio systems combine wireless reception (in this case via satellite) with online connectivity including streaming content (in this case provided by Verizon’s 4G LTE network).
Combining OTA services with bi-directional connectivity has been a dream for many in the radio industry, and there are several initiatives to use this capability for broadcasting radio as well. In this context, the launch of 360L appears to be an important differentiator for satellite radio in the dashboard.
[Read What NAB’s David Layer said about 360L in “NAB Radio Technologists Look Ahead]
In the announcement, Pom Malhotra, Director of Connected Services at Audi America, was quoted as saying, “The choices of SiriusXM with 360L are almost limitless and help strengthen our technological position among premium automakers.”
Selling arguments include 10,000 hours of recorded on-demand content such as interviews, shows, and live performances. more live channels; and personalized “For You” recommendations and the ability to search for related content.
SiriusXM with 360L is standard on the A6, A7, A8, Q7 and Q8 models and standard in most equipment packages for the A4, A5, Q3, Q5 and All-Road models. These should be in the showrooms by autumn; More models are expected to be added.
Rodney Pickett, Senior Vice President of Automotive Partnerships at SiriusXM, praised Audi for its “longstanding track record as a leading provider of vehicle technology”.
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