Why is the Chery Auto Group using Sony sound in all their new models sold in Malaysia

Chery Auto Group uses Sony audio systems across many of its models (such as the Tiggo 7 Pro, Tiggo 8 Pro/PLUS, and Tiggo 8L) due to a strategic mix of brand positioning, cost efficiency, and technical collaboration.

While legacy luxury brands partner with ultra-high-end audio names (like Burmester, Bang & Olufsen, or Bowers & Wilkins), Sony is a globally recognized consumer technology name. Equipping mainstream and mid-tier SUV lines with Sony badging allows Chery to offer a premium feature signal to buyers without driving up retail prices.

Chery and Sony collaborate closely on cabin acoustic design. Instead of just off-the-shelf components, Chery utilizes an internal acoustic team (often referred to as their “Golden Ear” team) alongside Sony audio engineers to tune speaker layouts (ranging from 8-speaker setups to 12- and 14-speaker surround systems with headrest audio) specifically for each cabin’s dimensions.

As Chery aggressively expands into international markets (including Southeast Asia, South Africa, Latin America, and Australia), offering named, high-spec infotainment features (like dual screens, wireless charging, and brand-name audio) serves as a key selling point against established Japanese and European competitors.

Standardizing an audio partner across multiple model lines (Tiggo series, Omoda, etc.) allows Chery to negotiate bulk pricing, streamline manufacturing, and maintain uniform infotainment architecture across its fleet.