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SiriusXM Will Debut New Hybrid Radio System in Audi Cars

Entertainment platform includes on-demand functionality

SiriusXM, hybrid radio, 360L, Audi
On-demand functionality is a notable feature of the 360L platform.

This article has been updated to reflect that the introduction is limited to Audi vehicles. 360L has been available for select Ram and General Motors vehicles.

Satellite radio is about to get an important boost in capability. U.S. car buyers will soon get their first look at Audi’s use of the new 360L hybrid radio system from SiriusXM.

The company announced that the platform will debut in ten 2021 model year Audi vehicles that will be in showrooms this fall.

Hybrid radio systems combine over-the-air reception (in this case, via satellite) with online connectivity including streaming content (delivered in this case by Verizon’s 4G LTE network).

Combining OTA service with two-way connectivity has been a dream of many in the radio industry, and there are several initiatives underway to bring that kind of capability to broadcast radio as well. In that context, the launch of 360L seems an important differentiator for satellite radio in the dash.

[Read What NAB’s David Layer said about 360L in “NAB Radio Technologists Look Ahead]

In the announcement, Audi America’s director of connected services Pom Malhotra was quoted saying, “The choices provided by SiriusXM with 360L are nearly unlimited, and they help bolster our technology-forward position among premium automakers.”

Selling points include 10,000 hours of recorded on-demand content such as interviews, shows and live performances; more live channels; and personalized “For You” recommendations and the ability to search for related content.

SiriusXM with 360L will be standard on A6, A7, A8, Q7 and Q8 models, and standard in most trim packages for the A4, A5, Q3, Q5 and all-road models. Those should be in showrooms by fall; other models are expected to be added.

Rodney Pickett, SiriusXM’s senior VP of automotive partnerships, complimented Audi for its “long-established track record as a leader of in-vehicle technology.”