Protoype car audio system ditches headphones and speakers - and beams personalised sound directly to your ears instead

  • The technology enables sound from any device to be beamed directly to an individual’s ears
  • As a result, each passenger within a car can experience their own personalised sound without the need for headphones or traditional audio speakers
  • SEAT and Noveto collaboration stems from XPLORA, the SEAT initiative based in Tel Aviv aimed at promoting relations with new technology and mobility-related Israeli startups to enhance the driving experence


Barcelona / Tel Aviv, 13/09/2018 – A revolutionary new technology that could completely change the way drivers and passengers listen to music and watch TV inside a car will be tested by SEAT and Noveto.

The technology enables sound from devices to be dynamically beamed straight to the ears of the driver or passengers, enabling a shared car to become a much more personalised and convenient experience for everyone.

Dispensing with the traditional speakers – developed in the nineteenth century – and headphones, the new technology will provide a high-quality audio experience to individuals within a car without isolating them from their surroundings or disrupting others within the vehicle.

In the environment of a vehicle interior, it could enable parents sitting in the front of the car to listen to their choice of music while the kids in the back listen to their onscreen entertainment, all at the same time, and without the need for headphones.

The Barcelona-based vehicle manufacturer, SEAT, and innovator in sound perception, Noveto, are working together to integrate this technology within a SEAT vehicle.

Assigning a dedicated team to work on the project with SEAT, Noveto has developed the world’s first “dynamic focused sound” system to revolutionise the way we experience sound.

Personal sound, from science fiction to reality

The goal is to demonstrate that the Noveto solution can successfully be integrated and experienced within a production vehicle. More specifically, the team will demonstrate specific use cases such as the driver being able to manage incoming calls while another passenger simultaneously listens to their selected music.

XPLORA is making progress towards real solutions

SEAT Digital Officer Fabian Simmer and Head of Business Development Arantxa Alonso, alongside Noveto’s Daniel Jammer and Tomer Shani have signed the agreement sealing the launch of the project that aims to present its conclusions next December. Champion Motors Ltd., the brand’s importer in Israel, is also closely collaborating in the project.

“Applying this new technology will enable us to open a world of possibilities for privately owned vehicles, and especially for shared vehicles. Being able to share your car and maintain your privacy is certainly a challenge that seems increasingly achievable, with solutions like the one proposed by Noveto which we hope to feature in our vehicles”, pointed out SEAT Digital Officer Fabian Simmer. “SEAT aims to be a driver of innovation in the development of this kind of tech solutions, and we are particularly proud of the progress shown by XPLORA. We hope this is the first of many disruptive projects” he concluded.

“SEAT’s history of leading innovation in automobile market make them an ideal partner to help us accelerate the integration of Noveto’s revolutionary technology into the car,” said Brian Wallace, CEO of Noveto. “Both companies have a shared vision for how Noveto’s proprietary technology can help SEAT continue to maintain this leadership position while helping to transform the transform the driving experience for SEAT’s customers for the better.”

XPLORA, the road to the future

This recently launched project stems from XPLORA, an initiative aimed at promoting relations with new technology and mobility-related Israeli startups and stakeholders and identify innovative projects that in the future could lead to new solutions and business models for SEAT.

The collaboration with Noveto is the first of 8 business opportunities that SEAT has been entertaining since June this year, once the initial stage of the XPLORA project has ended. The team has made successful progress in terms of selecting projects and partners that could become a real opportunity to generate solutions applicable to SEAT vehicles. With the concept test now underway, the creation of this initiative and its real impact on the process of creating a car, as well as the different solutions that will shape future mobility are proving to be a demonstrable success.


SEAT is the only company that designs, develops, manufactures and markets cars in Spain. A member of the Volkswagen Group, the multinational has its headquarters in Martorell (Barcelona), exporting 80% of its vehicles, and is present in over 80 countries. In 2017, SEAT obtained an after tax profit of 281 million euros and achieved worldwide sales of nearly 470,000 vehicles.

The SEAT Group employs more than 15,000 professionals and has three production centres – Barcelona, El Prat de Llobregat and Martorell, where it manufactures the highly successful Ibiza, Leon and Arona. Additionally, the company produces the Ateca and the Toledo in the Czech Republic, the Alhambra in Portugal and the Mii in Slovakia. 

The multinational has a Technical Centre, which operates as a knowledge hub that brings together 1,000 engineers who are focussed on developing innovation for Spain’s largest industrial investor in R&D. SEAT already features the latest connectivity technology in its vehicle range and is currently engaged in the company’s global digitalisation process to promote the mobility of the future.

Noveto is engaged in the development and marketing of the world’s first “dynamic focused sound” system, a revolutionary technology that will create an entirely new product category. Our proprietary solution enables sound from any device to be dynamically beamed directly to an individual’s ears. As a result the user can experience high quality sound without the isolation caused by headphones or the noise pollution generated by speakers.

SEAT Communications

Cristina Vall-Llosada

Head of Corporate Communications

T / +34 93 708 53 78 

M/ +34 646 295 296


Daniel Martínez

Corporate Communications

M/ + 34 648 280 851



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Protoype car audio system ditches headphones and speakers – and beams personalised sound directly to your ears instead

Protoype car audio system ditches headphones and speakers – and beams personalised sound directly to your ears instead

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