Sometimes, luxury vehicles are all about brand recognition and premium namedropping. For Cadillac, that has traditionally meant turning to Bose when it comes to stereos and audio equipment. Now, however, with the introduction of the new Cadillac CT4-V Blackwing and CT5-V Blackwing sedans, it appears as though GM is transitioning Cadillac away from Bose and towards AKG for the tunes.
Let’s take a step back to see how we got here. Prior to the 2020 model year, GM went to Bose for audio equipment on all Cadillac models, either as standard, or as an option. That changed with the introduction of the all-new, next-generation 2021 Cadillac Escalade, which offers an AKG system for both the base and upgraded stereo system.
Now, we see the same thing for the latest Cadillac CT4-V Blackwing and CT5-V Blackwing, with the former offered with a 14-speaker AKG system, and the latter offered with a 15-speaker AKG system. This is a departure from the rest of the CT4 / CT5 lineup, which offers a non-branded stereo as standard, and a Bose Premium Audio system as the available upgrade.
This would certainly suggest that a pattern is forming.
Interestingly, we’ve asked several Cadillac executives directly if AKG would be the new audio system of choice across the luxury marque’s lineup, replacing the Bose systems offered previously. Their response was cagey, stating that due to “strategic reasons,” they could neither confirm nor deny any plans to move Cadillac from Bose to AKG.
It remains to be seen if future Cadillac models will continue this trend, although clearly, GM’s policy prior to the introduction of the 2021 Cadillac Escalade was to source branded audio equipment from Bose. Now, however, it’s looking like AKG could be tapped as a replacement.
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This post was created in collaboration with our sister publication, Cadillac Society.
Comments
now compare the looks of the speakers to the premium german cars speakers. Cadillac=cheap
Agreed. The Bose system had the nice metal speaker covers. Now grey plastic for AKG?
Look closely. The AKG cover is still machined metal. Just because it has an anodized appearance that doesn’t mean it is plastic.
Cheap wins out again at Cadillac. We should be used to it.
I didn’t get this, isn’t the Bose one of best in audio business? On the other hand, i never heard AKG. What’s their distinction?
BOSE has lost most of it’s grandeur, it’s no longer the top performing audio equipment in the business, it’s gone down market, and it’s in everything these days.
AKG is mostly known for it’s top quality microphone and headsets, but it’s been moving to speaker systems and Cadillac jumped on them. The Quality of sound in their system is amazing!
Bose might have been one of the best selling in the audio business. But for those serious about audio it is beneath consideration. Record labels do not lust after Bose products they use companies like Bowers and Wilkins. If one wants to go to the imax they use JBL professional audio. No tiny bose satellites with a small subwoofer. I am sure you know this man. But Bose has always been targeted to people that want something better than walmart sound systems. The brand that comes to mind now that is like Bose is Sonos. Small speaker systems for those who do not want big sound but they want some quality. Not for me. I’ll take big systems everyday. My current favorite home speaker brand is Klipsch. In the future I plan on checking out Martinlogan with their electrostatic speakers.
On a side note, I have heard how Mcintosh amps sound in person via a high-end audio company in my city and I was blown away. So I am very curious how the Jeeps sound with their Mcintosh system.
The best description of Bose that I was ever given was by a fellow that does professional audio for a living. He said, “Bose is a highly successful marketing company that sells speakers.“
I don’t claim to be a golden ear, nor have I ever owned a five figure type home audio system. But, I have a pretty good here. First time I heard those products I ask myself, “what’s all the excitement about?”
The Jeep/McIntosh system is going to be similar to AKG for GM. FCA’s usual audio OEM is Alpine, so it’s going to be a more expensive Alpine system that’s “tuned” by McIntosh. The last time they did it, McIntosh was owned by Clarion so the McIntosh name found its way onto Clarion head units.
I have Mac gear and actually reached out to the folks in Binghamton and asked this question about the Jeep system. According to Mac Labs the speakers, cross-overs, amps and all of the music coding and acoustics work is Mac. The head unit itself is not manufactured by Mac, but it is designed by their engineering team. It could be an Alpine produced component? he did not answer that specifically.
Well, the amps, c/o, and speakers are the important part. I can see McIntosh farming out the head unit.
I was always disappointed with Bose until I got Bose in my 2020 Blazer. It has great sound.
Bose is no where close to a top car audio brand. AKG is mainly a headphone and mic brand now owned by Samsung. Brands like Focal, JL, and Zapco are higher end.
BOSE is no where near the best in the business. It’s actually one of the worst when it comes to an upgraded sound system. If you don’t like highs and don’t like lows get a BOSE.
People only say Bose was the best in the business because of advertising. I remember growing up in the 90s and Bose was so hot on the block in stores. My dad growing up having had many real speaker systems opted for a JBL northridge series powered by a Yamaha. This system blew anything Bose could come up with out of the water. Bose is for people that want louder sound but don’t want to see anything.
Presently for Home theater I have a Klipsch speakers powered by a Marantz receiver for now. I will eventually get dedicated amplifiers. With that said there is so many good brands out their like Bowers and Wilkins, Martinlogan, etc….
AKG was, at one time, a German brand. That, right there, will mean something to badge snobs.
I, for one, don’t care what label is on the speaker grill. I wanna know what’s behind it. And, getting right down to the thing that matters: how does it sound?
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In the audiophile sphere Bose is junk speakers. Bose has done their marketing well. As the average consumer knows that Bose is above many base audio brands which is true. To the average persons ear a bose product is better than most. Now when one dives into audio fully they tend to not like bose anymore. AKG is a premiere brand and has been around for a while.
Do some research man there are many speaker companies out there. Unfortunately when one goes to an A/V store the only thing one can find is junk soundbar setups. I remember as a kid in the 90s seeing big tower speaker setups from many brands. Now one has to go to a specialty store to find these types of setups. As men have yielded getting good sound because oftentimes a wife does not like the look of a tower speaker lol and she “owns” every square footage of the house haha for those who don’t run the show.
Hell even an Harmon system is better than bose “premium” audio. Just test drive an SRT product.
I have the Bose 9 speaker system in my Malibu and stock audio in my Camaro. The Bose system does have a better sound image because it has more speakers, but the bass at higher volumes is no better than the Camaro, one reason why I didn’t spend an extra $800 for Bose on that car.
Bose doesn’t publish wattage figures and their systems don’t have dedicated subwoofers. Plus the fact that Bose is in “regular” GM vehicles is likely why GM is moving away from Bose for their high end products.
The Bose system in the Acadia we had did use a dedicated sub in the center console.
Most models gain a sub with the Bose system, including the Volt, Traverse, Trailblazer, Tahoe, Suburban, Silverado LD/HD, and Bolt. They call it the “Richbass woofer”
My old Murano had a dedicated sub in the spare tire well
Never heard of them. Now Bose is another thing, well known. Hmmm?? I smell money.
AKG is the manufacturer of PREMIUM studio equipment. They have been around for a LONG time.
AKG is a part of Harmon which is a part of Samsung. 🤷🏻♂️
These systems are built to a spec. Just putting the name on it does not make great or poor.
We are seeing the same with the Brembo brakes systems. Just because it has Brembo on it does not make it the same Brembo as the Corvette or Ferrari F40 uses.
At one time these brand names only did top line efforts now they will still do good but not as great packages for MFG.
In the end most people can’t tell the difference as they don’t push things that far to find the small differences in a street car being brakes or radio.
Many years ago I worked at and sold aftermarket sound systems when cars came this a 6X9 or 4X10 paper cone in dash speaker and an AM radio. If you got a rear deck/seat speaker it had a metal screen that rattled with the minimum base that the .5-1 watt radio put out. We were among, if not the first to install in door speakers, tape decks, FM tuners and reverb units.
The speakers made for the after market were far superior to the OEM that cost between 50 cents to $1.50. The sound quality of the doors as a speaker cabinet were far better than an opening in the dash that projected into the windshield ar a rear deck into an open trunk. When the auto industry realized that individuals were ordering vehicles with radio delete or basic AM radios and then spending $100s at aftermarket installers they began looking to bring the rollers back to corporate and Bose had the answer. He have the engineering background to develop clear sound and capture the the sound of sitting in you living room listing to a McIntosh with high quality speakers and sub woofers. Today there are very good systems that available as up grades but few really can tell the difference between one or another because of the ability to adjust the system to you liking and the fact that the factories have learned from the aftermarket installers the correct placement of base, mid and tweeter speakers for the best sound and least vibration… do the equal high end aftermarket…NO.
For the average person that doesn’t spend hours in their vehicle cruising and listing or those of us that don’t have a musician’s “ear” and are forced to spend $1,800-2,000 for upgrade and unwanted navigation it is “a no brained” spend your money on something you can really enjoy!
AKG is the high-end brand of Harman. This news isn’t terribly surprising as Harman already does the radio/audio module (A11) in many existing GM vehicles. (It seems to be either Denso TEN or Harman recently)
Because Bose and Harman are competitors, systems with Bose premium audio (RPO UQA) have to have a separate Bose amplifier box (T3) fed from the radio.
By switching to Harman for the premium audio, they can build everything into one box, saving mass, cost, manufacturing complexity, harnesses and connectors, increase reliability, etc.
The other problem is that the design and tuning of amplifiers and speakers have to be closely integrated with features such as noise cancelling. The 2021 Escalade features rear-seat talkback and is AKG I think for this reason.
Also this site picked up on this in 2017: see article “Future Cadillacs May Ditch Bose, Feature Harman Audio Systems”
Bose makes some of the best headphones and earphones for running. Critics agree here.
They make good noise cancelling headphones for the price. If your budget is $300 or less, sure, they are good.
Not that concerned over brand nowadays. I’m looking for clean, clear, crisp non distortion sound. If I’m paying for a upgraded premium sound system that’s what I expect to get. I have a older (08) Silverado HD 2500 LTZ that has a premium Bose system that sounds great to me. Has amp and subwoofer in the center console. More base then I need. It will vibrate the rear truck window and distort the mirrors. Great mid range and tweeters. Also has volume limiter to prevent distortion from cranking it beyond it’s capability. I would think that they have made improvements since 08 not only in sound systems but interior sound deadening and speaker placement.
Bose was a premium car audio, when it came on the scene in the late 1970s, because it certainly was a step above the stock Delco and Philco branded radios and speakers of the 50s through the early 70s, which were pretty much garbage. OEM radios of that era were engineered toward decent AM radio reception. I believe Cadillac was the first to use Bose systems, and then it was picked up by the C4 Corvette, as exclusive sales features, in 1984. The Delco Bose radios were mostly tuned to improve the sound of FM radio, which, in that era, going gangbusters, as listeners turned away from AM radio The improvement on the cassette deck portion of the audio system, not so much, as the Compact Cassette, created by Phillips was never intended to be a high fidelity format, but rather a format for dictation, in business. The only reason the Cassette caught on was that it was much smaller that the LearJet 8-track tape system, introduced by Ford , for the 1965 Ford LTD, Mercury Marquis and Lincoln Town Car, and it was cheaper to manufacture and record. Once the change-over to high-fidelity Compact Discs was well in progress did the Bose systems become better.
I’ve often wondered how much engineering that high-end audio companies actually do for radios and speakers that go into non-luxury brands, such as Ford, Honda Hyundai, et at. I understand that audio companies likely engineer higher quality products for Cadillac, Mercedes, BMW, Lexus and Genesis luxury cars, as buyers of those makes expect premium equipment. But do those companies just license their logo out to the auto makers, for a nice fee, and maybe just do a minimum of sonic research, if any, on the products bearing their names, and let the car makers do most of the work?
Robert A: Your last paragraph is most interesting to me. Again, I’m no expert in this field. But I enjoy great sound and I’m always interested in the speakers in the cars. In fact, I’m of the opinion that you can keep a stock head unit (or whatever they call them now) and just replace the factory speakers for much better sound. I’ve done this on numerous vehicles with great improvements. One of the things I love to do is peak at the speakers in the cars when the techs have the door panels or dash removed. This brings me to your question. Just from the look of them, the Bose speakers vs. the standard speakers in the Mazda’s really don’t look much different. Now the Volvo B and W speakers do have an upgraded look, but the magnets don’t seem much different (bigger). The standard speakers and Harmon Kardon speakers look nearly identical. The basic speakers look very close to the factory speakers I’ve removed from my GM vehicles as well. So my thought is that the “Premium” systems are more about the tuning and electronics today than the speakers themselves. Just my simple observation.
The original “radios” were receiver and amplifier in one unit and the speakers with paper cones and penny sized magnets were not adequate to reproduce clear/clean sound. After all the radio was an afterthought, an add on, and it remained true until Bose created chambers and materials to better duplicate the original sounds and enhance base without causing metal vibrations. You are correct in the 60s we would turn the radio into a receiver and install a preamp and an amplifier (later many amps) along with much better speakers (triax and coax) sound deadening material (mostly glued on felt). The problem with the much larger larger magnets was placement. We had very little clearance with the window mechanism and were mostly restricted to the bottom third of the doors which were curved in leaving very little depth.
I think in most mass market cases, it’s just money being paid for use of the name and some ill-defined tuning.
Bose is an exception since every Bose-branded car system has a Bose amplifier and speakers, but not headunit. The Bose amp does processing like equalization, and potentially road noise compensation, surround sound effects, etc.
People with older cars know that Bose systems are definitely special. They’ve done things like integrated amp-speakers, and 2 ohm speakers which make replacement difficult.
This is an article of very high interest to me personally. I don’t feel that I’m a sound expert, but I do love a great sound. The interesting thing is that sound can and will be different to every person. I think that’s why we see so many varying opinions on things like this.
I know Bose was just introduced around 1983 or 1984 in cars like the Cadillac SeVille, Eldo and a few others. When I started selling in 1988, the standard sound systems were fairly basic and I think this is why the Bose systems sounded so great. At least that’s my opinion, but I really did think they sounded fantastic. Buick also had their own “Concert Sound” system that was quite good. Again, I think because the standard systems were just that bad. Where I’m working now, the Volvo offers the Bowers and Wilkins, Harmon Kardon and the standard system. The Mazda’s offer the base or Bose. My current car is a CT4 with the 14 speaker Bose. It’s better than many out there, but not something I’d brag about. I find the Bowers and Wilkins in the Volvo to be just a little better, but not much. So I’m really excited to hear this new AKG system coming out in the Cadillac models. Hoping for the best.
So Cadillac is using a foreign company to replace and American 🇺🇸 owned company.
Bose is owned by the Massachusetts Institute of Technology, also known as MIT. Dr. Bose left the company to the school in his will and all monies they make go back into research and development. So Bose is not only American-owned but unlike most U.S. corporations, they aren’t so much profit driven and seeking to please shareholders but instead focused primarily on knowledge and innovation.
A lot of folks like to hate on Bose but they are a pioneering company that innovates and that was certainly exemplified by their pioneering Delco-Bose sound system in the1983 Cadillac Eldorado and Seville. Never before had the acoustics of a specific car interior been studied and mapped out and loudspeakers specifically designed for that space so as to achieve the best sonic experience. Prior to that groundbreaking system, car speakers were like home speakers; they came in a few standard sizes, they were plugged in, put where there was space and then they sounded however they sounded. The Delco-Bose system, and all the subsequent copycats, changed all that so the speaker itself is uniquely created for the acoustic environment in which it will perform.
All the Harmon-Kardon, and JBL, and Mark Levinson, and Bowers and Wilken systems out there owe their existence to the trail-blazing work Bose did with GM in the 1980s.
Very well stated Ci2Eye!! You are spot on. To this day, I still recall (fondly) the first time I ever heard a Bose sound system in a Cadillac (I think an Eldo). It just blew me away. Everything just sounded so life-like and I thought I was at a concert. Like I said above, I think we’ve seen two things happen. First, the regular systems back then were just that bad, making the Bose sound that much better. Second, I truly believe that Bose has been watered down too much today. When you can get a “Bose” system in a $15,000 Nissan, you know it’s not the system like back in 1985.
Bose speakers have traditionally on the smaller side, which was part of their charm, for average homeowners or apartment dwellers. For the most part, Bose speakers were desktop or shelf speaker systems, and, for a long time, the Bose Wave Radio. Bose, to my knowledge, never built moderate sized bookshelf or floor standing towers that were, and still are popular consumers, from companies like James B. Lansing Sound (JBL), or Altec-Lansing Corp., or even the grand daddies of HiFI, Acoustic Research, or KLH. JBL and Altec-Lansing cut their teeth on building humongous speakers for movie theatres, so they learned a few things about loud sound in large, echoey auditoriums. Back in the ’60s and ’70s, JBL speakers were legendary with many home audiophiles, and its L-100 Century bookshelf was one of the industry’s best sellers, so much so that Harman/JBL, a couple of years ago, re-released those speakers, albeit, with some 21st century updates, to many glowing reviews. Harman/JBL makes one of the best audio systems available in the JBL Professional Audio Synthesis Series, for the money-is-no-object crowd. Synthesis systems can run, depending on size and number of amplifier units used, anywhere between $50 and $100 thousand dollars.
I assumed Bose was all hype until I bought my 2015 Buick Lacrosse and experienced a Bose system for myself. I am very very pleased with the sound quality, and I would consider myself to be an audiophile. So I just hope that Buick continues to stick with Bose, while Cadillac puts AKG in their vehicles.
Once Again………..Another Barra Blunder………
I mean – why? Bose is still pretty OK, even to this day, but AKG? Ya, they are well known for good mics and headphones, but their engineering team pretty much dissolved after Samsung bought them (they now make equipment in a new company they made, Austrian Audio). AKG is now unfortunately just a marketing brand of Samsung. So yeah, not great.
Is “pretty OK” good enough when Cadillac is working to re-establish itself as “The Standard Of the World”?
“…but their engineering team pretty much dissolved after Samsung bought them (they now make equipment in a new company they made, Austrian Audio”
Citation needed.
My bet is that Cadillac wanted to do something different to distinguish itself (like 36 speakers and 28 channels) and Bose took a pass (not worth it to them). AKG stepped up.
Well, they had Panaray. From what I’ve read, this system is better.
Panaray was developed many years ago for a single Cadillac vehicle, and it got mixed reviews. Maybe Bose was burned on their development costs and decided it wasn’t worth revisiting for one brand. They’re an odd company anyway, but I’m betting that they had something to do with the decision not to use them this time.
It all comes down to exclusivity. Now that Bose systems have moved into moderately-priced car brands, Cadillac likely wanted audio systems that few, if any car brands could offer, as an exclusive, not unlike the high-end Burmester systems available in Mercedes-Benz. AKG has been primarily know as a professional audio brand, but not known known for home or car audio. Even though it’s owned by Harman, I’m sure Harman would like to protect the AKG ambiance, even if it uses technology from JBL, Infinity or Mark Levinson brands
In my truck I have Bose speaker but the radio is so cheap ,,,so why advertise Bose speaker but keep cheap radio ,,,,
what does AKG stand for?
I have experienced 4 Bose systems in my cars starting back in 1992 with my first Corvette. That system was excellent but a bit bass heavy . Later my 2003 CTS Bose sound was really very crisp, lifelike, and clean . I got a 2010 Corvette later and found that Bose system less impressive. I find myself always adjusting the bass or treble to get a cleaner sound but always seems to fall short. Then last year I bought the CT6 with the 34
Speaker Panaray system and have to say it is a whole different dimension. Extremely clean accurate and powerful with amazing spatial presence. Can’t imagine anything better. So Bose can make a great system but they have occasionally missed the mark.
OKt….I was one of the first to rag on GM about dumping Bose…until I read the new Hyundai Sonata is Bose equipped. If I was GM I wouldn’t want to share my top of the audio with the H brand. That REALLY looks bad for Caddy.
Can someone recommend Smock Tops? Cheers xxx
My Bose subwoofer has blown, or one of my speakers in my CT5. Yes I keep my bass max, but for what you pay there shouldn’t be any loss of bass. I mean there is a huge difference now. It literally stopped In The middle of a song. So the AKG might be a better option. Gonna schedule my appointment to dealer, I’m still under warranty thank god!
That shouldn’t happen in a Bose system. The amps have limiters to prevent them from overdriving speakers.