As cars become more intelligent and connected, the immersive audio opportunity is accelerating through the automotive industry. A new report from Futuresource Consulting reveals that more than 83% of new passenger cars will have embedded voice assistants by 2028. More than two-in-five will feature active noise control, and 3D surround sound will grow from less than 1% in 2021, to more than 26%. It’s a situation that is creating a raft of opportunities for the audio industry.