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

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.

Photo credit: Great Wall Motor

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."