Pioneer’s Dolby Atmos aftermarket head unit is being given a full retail showcase in the US, with specialist demo rooms designed to let customers experience its capabilities before they buy.
Car Toys, a 16-store retailer based in Washington State, has built dedicated demonstration spaces across its network, including locations in the Puget Sound region and Denver, as reported by CE Outlook.
Available in the UK as the SPH-EVO109DAB, with models for single-DIN or double-DIN installations, the unit features a floating 10.1in HD touchscreen and is said to be the first aftermarket system of its kind, supporting Dolby Atmos playback via Apple CarPlay. Retailing for around £1,099, it promises to create a spatial experience from as little as four speakers, effectively recreating a multi-channel soundstage from a conventional car set-up.
To demonstrate the technology, Car Toys has filled its demo environments with Pioneer Z-Series speakers, D-Series amplifiers and 10in vented subwoofers, allowing customers to experience the Dolby Atmos effect before buying.
Retailers say the hands-on approach is already having an impact on sales, with customers reportedly adding matching amplifiers and speakers once they hear the system in action.
A representative for Pioneer, David Lux, commented: “The easiest way to sell an immersive product is to let people hear it. This approach is something the whole industry can learn from.”
The unit, called the SPHERA in the US, sits at the centre of a broader shift towards spatial audio in cars, using object-based sound processing to place vocals and instruments around the cabin rather than locking them into traditional stereo channels.
Pioneer is positioning its aftermarket version as both a technical breakthrough and a product best experienced rather than explained.
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