Volkswagen group is adding options to its cars that really make some noise.
The Danish speaker specialist Dynaudio provides the upper-medium Volkswagen Passat with an optional 600-watt, 10-speaker sound system.
Meanwhile, Danish hi-fi rival Bang & Olufsen will supply an optional 1,100-watt, 14-speaker system for the upper-premium A8 from VW subsidiary Audi.
The A8's system, which debuts in September at the IAA in Frankfurt, will cost "a few thousand euros," said Audi Chairman Martin Winterkorn. It will be available late this year.
The Dynaudio system in the Passat costs E1,350 compared with E305 to E595 for basic sound systems.
A second VW group model to offer a Dynaudio system is being fast-tracked to appear at September's IAA in Frankfurt, sources say.
"There is so much we can do with VW, but we do not want to grow too fast and destabilize our company," Dynaudio sales and marketing manager Mike Picanza said.
Dynaudio also will supply Volvo with an audio system for an as-yet unspecified model. The company entered the car by anonymously providing its system in the Volvo C70 premium coupe and S70 medium-premium car. The S80 medium-premium model got the system later. In those cars the system was a Volvo-branded option.
Audi is Bang & Olufsen's first partner, but the Danish company aims to work with Germany's other premium carmakers.
B&O CEO Torben Ballegaard Soerensen expects that its in-car audio business will represent more than E60 million of the group's total sales by 2010. B&O is on track to have sales of about E460 million during its 2004-2005 business year, which ended May 31.
Without being specific, Dynaudio spokesman Cas Oostvogel said the privately held company plans to grow its business with carmakers.
"We think that over time, because of our relationships with VW and Volvo, automotive will become more important, and will become substantial," Oostvogel said.
Dynaudio's and B&O's emergence is further evidence of the move by home and studio system specialists into the car.
Others competing in the field are Bose, which has worked with Audi and Mercedes-Benz and now supplies Nissan, and Boston Acoustics, which provides systems to Daimler-Chrysler.