Ever wonder about the strategies OEMs use when developing their factory audio systems? We recently sat down virtually with Matt Valbuena, Project Manager of In-Vehicle Technologies & HMI at Mazda Research & Development North America, (and former Senior Product Planner at Pioneer Electronics), to get an inside look.
Differentiating Through Sound
Mazda intentionally aims for a distinctive sound to help sell vehicles – a strategy dating back to the brand’s Zoom-Zoom advertising campaign of the early 2000s.
When collaborating with partners like Bose, Mazda maintains creative control, it said. “We can adjust the system or give it our unique sound signature,” Valbuena noted.
A prime example is the Mazda MX-5, which features an integrated momentary switch in the roof latch that automatically mutes the stereo and switches between equalization curves depending on whether the top is up or down. Combined with adaptive equalization, front-mounted subwoofers, and optimized speaker placement, these technologies ensure consistent audio performance regardless of driving conditions.
Tuning for Nostalgia
While most Bose systems are tuned with a flat response using reference tracks like the Eagles’ “Hotel California” or Jennifer Warnes’ “Ain’t No Cure for Love,” said Valbuena, he took a different approach. He researched the top 20 Billboard songs from the ’90s and 2000s – the music today’s buyers grew up with and worked with Bose in 2016 to tune the system specifically for those genres.
“I want the driver to enjoy listening to the songs they remember from growing up as much as I still love that music,” said Valbuena. The goal? To make buyers say “Wow.”
Designing for Emerging Drivers
Valbuena also addressed the challenge of reaching a generation accustomed to Bluetooth headphones and portable speakers. Mazda has moved away from a one-size-fits-all approach, instead creating tailored sound profiles for different vehicle types. This strategy paid off with the 2019 CX-90, where journalists specifically praised the audio system, helping Mazda stand out in a crowded market.
“Headphones and Bluetooth speakers cannot reproduce spacious sound or convey the impact of dynamic music,” Valbuena notes. “Our intent is to make you say ‘wow’ when you turn up our volume knob.”
Industry-First Integration
In the new 2026 CX-5, Mazda’s design team repositioned speakers above the average knee height to prevent body interference with sound delivery. It also took the traditional center channel speaker concept further by incorporating a fully tuned enclosure extending into the cowling (the area below the windshield wipers).
“We worked with our engineering team to design this enclosure into the 2026 CX-5’s body during preproduction,” Valbuena explained. “We believe this is an industry first – having the audio system’s layout blended into the body from the earliest design stages.” This integration allows better blending between front speakers and the rear spare tire-mounted subwoofer, creating a more cohesive soundstage, he said.
I can attest that the factory Bose system in the later 2019+ Mazda MX-5’s is incredibly impressive. Top up or down, highway speeds or slower city speeds, it does not disappoint. Having been in this business for 30 years it’s close to the best sounding factory system I’ve ever heard.
Let us know if you want more articles like this!
It’s great to see Mazda paying such close attention to sound quality at a time when it’s not always been the priority. A very interesting approach tailoring the sound of their systems to their target audiences. Kudos to Matt for leading this effort.
Paying attention does not mean doing it well. Haven’t heard the vehicle’s system yet, but from reading this, I’d be concerned it was unscientifically optimized. Reminiscent of a smiley-faced EQ in the 80’s and 90’s.
Matt is a fantastic guy. Great article, James.