Xperi begins its DTS Connected Radio rollout with a partnership with Daimler. The Mercedes-Benz S-Class will offer the new advanced radio technology as part of the Daimler MB User Experience (MBUX).

Available in 48 countries, DTS Connected Radio combines over-the-air broadcast radio with internet-delivered content. At last month’s virtual radio show, the company said the system would first be implemented in Europe with the U.S. and Canada following in December and Asia in early 2021.

“We are proud to be part of the new state-of-the-art MBUX multi-media system with our DTS Connected Radio platform, which is redefining the in-dash radio listening experience,” Jeff Jury, GM of Automotive at Xperi said in a release. “We are partnering with Daimler to help make what they call the ‘Third Place’ – a refuge between home and workspace – more delightful.”

According to Strategy Analytics, radio is the number one ‘must have’ dashboard feature, and the most used, when compared to other streaming offerings, Xperi noted in making the announcement.

“Consumers want radio front and center in the dashboard – but they want it to be as rich and engaging as other media platforms and experiences, particularly a mobile experience,” Jury continued.

Radio’s position in the connected car was discussed during a July webinar presented by auto tech industry info provider TU-Automotive. “Radio is going to have a very strong role to play in connected cars in the future,” Laurence Harrison, Chairman of the Automotive Committee of World DAB told attendees. Harrison described radio as “live, personal and mobile – it creates human connections and most importantly the radio stations are incredibly strong brands and have endured through the digital revolution in a way that many people didn’t think it would.”

DTS is a wholly-owned subsidiary of Xperi, which also owns the technology rights to HD Radio.