AURO-3D has had a tough run over the past few years. Originally, it was hoped that the cutting-edge immersive surround sound format would be a rival to both Dolby Atmos and DTS:X, and although AURO-3D audio is available on select AVRs and audio processors, it doesn’t have the market penetration of the Dolby Atmos and DTS:X platforms.
Due to its weaker position, in 2022, Auro Technologies filed for bankruptcy to buy itself some time to develop some new market strategies.
However, in July 2022, Saffelberg Investment Group acquired all assets, teams, and rights to AURO-3D and founded a new company, NEWAURO BV, to further support the growth of the format and technology suite across all markets.
This resulted in a new direction for Auro, and in early 2024, it revealed a new company name (NEWAURO) headed by a new CEO Rudy Van Duppen. With new energy, NEWAURO presented three initiatives at the 2024 CES.
- AURO-3D: Now included in select AVRs from Onkyo, Integra, and Pioneer.
- AURO-CX: A new immersive audio streaming codec.
- AURO-Scene: A new immersive audio smart speaker technology.
However, the story doesn’t stop there as it appears that the Saffelberg Investment Group may no longer be in the picture as NEWAURO (and its CEO) have now been acquired by Brussels, Belgium-based Goerdyna Group, a leading acoustic systems and premium audio entertainment solutions company.
As a result of this acquisition, the Goerdyna Group has announced the establishment of Goer Dynamics B.V. This company will spearhead the advancement and global deployment of the AURO-3D technology platform.
This strategic move may be a pivotal moment for both companies as Goer Dynamics integrates NEWAUROS’s expertise, assets, and AURO-3D solutions. The goal is to strengthen its presence across consumer, professional audio, automotive, gaming, and mobile audio markets.
Goer Dynamics B.V. will take over the business operations, intellectual property, and key personnel of NEWAURO, ensuring a seamless transition and continuity for partners, clients, and stakeholders. This move reinforces Goerdyna Group’s dedication to delivering innovative, immersive audio experiences while expanding its market footprint across Europe and beyond.
From Rudy Van Duppen, CEO of NEWAURO and now the new CEO of Goer Dynamics: “We are proud to join Goer Dynamics in this exciting new chapter. Combining our expertise and legacy with Goerdyna’s global capabilities will open new avenues for growth and innovation in the audio industry.”
From Julien Bergère, Chief Commercial Officer Europe of Goerdyna Group: “With the integration of NewAuro’s advanced audio solutions, we are well-positioned to enhance our portfolio and redefine what’s possible in audio technology. This strategic alignment underscores our commitment to meeting the needs of our customers with cutting-edge, immersive audio experiences.”
Business Plan Summary
- Integration: Goer Dynamics will incorporate NewAuro’s intellectual property, contracts, and employees, ensuring a seamless transition for clients and partners.
- Innovation and Growth: Combining resources and expertise, Goerdyna Group and NewAuro aim to accelerate the development of AURO-3D and expand its reach across multiple markets. Goer Dynamics B.V. will spearhead live concert streaming in high resolution, immersive sound for automotive, and next-level extended reality applications for gaming and entertainment.
- Commitment: The new company structure guarantees continuity while unlocking new opportunities for product development and global expansion.
Tip: Other Goerdyna Group companies include speaker maker Dynaudio, headphone, and wireless speaker maker Libratone, and speaker pod maker Xeo.
The Bottom Line
Has AURO-3D found a permanent home or is it just another stop on its quest to find a competitive space in the audio market? With the Goerdyna Group, it looks like this might be the best chance for AURO-3D Audio to finally gain mainstream success, but a lot has to fall in place.
Another interesting aspect of the acquisition is that Dynaudio is one of the leading loudspeaker manufacturers in Europe and can we expect to see AURO-3D incorporated into their active loudspeakers?
Related Reading
- Marantz’s CINEMA 30 Reference AVR Supports Auro 3D and DTS:X Pro
- Denon AVR-A10H 13.4-Channel Flagship A/V Receiver (Includes Auro 3D)
- Onkyo Announces New Flagship TX-RZ70 A/V Receiver (Includes Auro 3D)
ORT
December 7, 2024 at 7:03 pm
I have Auro 3D and 2D on my Denon AVR-X4300H. I didn’t add the “Voice of God” tenth, ceiling mounted speaker as I am already overdoing with a 9.2 setup in a 10 X 10 room.
Auro -3D isn’t nearly as dramatic sounding as Dolby Atmos music but it’s more than nice enough. I sometimes use it for films and again, nice sounding but nothing so dramatic as Dolby Atmos or IMAX Enhanced DTS:X.
It has a place if you make room for it. In other words, I paid for it and I use it but not nearly so much as the other two Surround Codecs and again in the case of music, Atmos (so long as it is embedded in the music) is better in a far more noticeably dramatic manner.
ORT Thee Ancient, Weary and Weak.