In the software-defined vehicle age, audio becomes a new playing field for innovation and differentiation. OEMs now require advanced audio SW platforms that allow them to develop, deploy and upgrade audio throughout the vehicle’s lifecycle. Automakers can now explore new business opportunities and exciting collaborations that will truly appeal to and excite the end user, like for example, 3D audio and advanced multi-seat entertainment and multi-voice assistant support. This type of SW platform has very specific requirements, it needs to include all audio and acoustics functionality for the moder vehicle, has to run on the latest Systems on Chip and High performance Compute platforms, it needs a streamlined mechanism for extending the audio functionality, advanced and flexible tuning tools for rapid prototyping and remote collaboration, and needs to be ready for modern CICD SW development pipelines and digital twin development in the cloud that may unleash the power of AI.