Great Wall Motor, Nanjing University of the Arts, and UWA Partner on Audio & Video Technology Research and Development
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.”
Great Wall Motor, Nanjing University of the Arts, and the UHD World Association have joined forces in a groundbreaking partnership to advance audio and video technology research and development. The collaboration, announced on July 6, 2025, aims to accelerate the industrial application of China’s ultra-high-definition audiovisual standards.
Through this strategic industry-academia-research partnership, the three entities will work together to drive innovation in smart cockpit technologies and commercialize scientific and technological advancements led by universities. By combining their expertise in automotive manufacturing, artistic technology, and standards development, the partners will focus on implementing in-vehicle Audio Vivid immersive sound and video technologies.
The alliance’s goal is to create a comprehensive innovation loop that integrates technology, content, and ecosystem development to enhance the in-car application of Audio Vivid. This new audio codec standard, released by the UHD World Association, will be advanced through collaborative efforts in audio-video creative production, spatial audio experiences for vehicle cabins, and the development of spatial audio algorithms.
Jiao Yang, Deputy Secretary-General of the UHD World Association, expressed excitement about the partnership, stating, “This cooperation signifies a significant milestone in bringing the Audio Vivid standard to the automotive sector. Together, we are pioneering a new model that integrates ultra-HD audiovisual technology into mobile environments, paving the way for the internationalization of Chinese standards.”
