Listening in on Audi 3D audio

Yesterday CNET reported on Audi’s announcement of its concept Q7 featuring 3D Audio at CES 2013. Today I got to listen to it.

How do you describe an audio experience? Inside the Q7, the first word that came to my mind was “bigger.” In standard, 2D mode, the audio sounded excellent, mostly due to the Bang & Olufsen hardware making up this system. Having driven to many Bang & Olufsen-equipped cars, I did not detect any degradation in the standard audio.

However, when I switched the stereo to 3D mode

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