Report: GM To Re-Add HD Radio To Some Models

General Motors may have yanked HD Radio out of some car models such as the Chevy Traverse, but it’s poised for a return, reports InsideRadio.

That’s according to Jon Kirchner, chief executive for HD audio tech company DTS. Kirchner blames a “bad antenna design” in some models for curbing digital radio service in some cars. “They ultimately put a halt on it,” Kirchner told the B. Riley & Co. Investor Conference in Los Angeles last week. GM is now working to use different antennas so HD Radio can again be part of the dashboard, although DTS shared no timeline.

HD Radio is now in 37% of U.S. vehicle dashboards and DTS believes it should be able to achieve a 60% penetration rate. “We are currently working with automakers on 2020 and 2021 model vehicles so a lot of what you will see in the next three years was signed up two or three years ago,” Kirchner said.

Today the primary selling point of HD Radio is improved audio quality and data services, but Kirchner said the next generation of data implementations is what he’s most excited about.

“Everything from safety information to broader forms of entertainment, and other forms of media,” he said. “We’re having conversations with the auto guys who are thinking about these things for the 2020 model years and beyond.”

So far this year HD Radio has expanded to additional models such as Audi, Hyundai, Kia, Lexus, Toyota, and Alfa Romeo. And the Acura NSX will start to feature DTS Neural Surround technology and HD Radio. To date, the receivers are in roughly 17 million cars and trucks.