CES signage is seen on the eve of CES in Las Vegas on Jan. 8, 2018.

CES signage is seen on the eve of CES in Las Vegas on Jan. 8, 2018.

David Mcnew/AFP/Getty Images

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Studio quality sound was on display today at CES 2018's Hi-Res Audio Pavilion, where Ford announced it will begin offering a premium hi-res music system in its Lincoln line of luxury vehicles, a first among automakers.

According to a recent survey of 1,000 U.S. consumers, the appeal of "studio quality sound" among car listeners is growing, with nearly half surveyed saying they would pay more money for higher-quality audio and a third saying they're willing to pay more to access better quality audio.

"The growing acceptance of Hi-Res Audio by music enthusiasts creates an opportunity for Lincoln," said Alan Norton, senior technical leader at Ford. "It enables us to demonstrate the capabilities of our Revel sound system in the most impactful way possible, while providing our customers with an incredible listening experience."

A launch date was not mentioned for the Lincoln audio systems.

It will be a busy CES for the Hi-Res Audio Pavilion, co-sponsored by Universal Music Group, Sony Music Entertainment and Warner Music Group, in cooperation with A2IM, the RIAA, the Recording Academy Producers & Engineers Wing and DEG.

Demonstrating their tech and hi-res compatible devices at the Pavillion will be MQA, Astell&Kern, Audeze, AudioQuest, Audio Technica, Bluesound, dCS, Definitive Technology, DTS, ELAC, Kimber Kable, LG, Marantz, Mytek Digital, Pioneer Onkyo and Sony, among others, and two hi-res streaming platforms -- Tidal and Qobuz -- will be making their CES debuts.

Michael Nash, executive vp of digital strategy at Universal Music Group, said, "Passionate fans around the world are seeking new, exciting ways to experience the music they love, and with Hi Res Audio streaming they’re able to listen to music on their consumer electronics devices as it sounds in the recording studio. With an expanding number of Hi Res Audio titles available, the industry is working closely with device manufacturers and digital services to make studio quality sound widely available to everyone. We’re very proud to advance those efforts this year at CES with Lincoln Motor Co. by demonstrating the broad consumer appeal for Hi Res Audio in vehicles."

The Pavillion -- located in the Central Hall at the Las Vegas Convention Center --  will also host executive roundtables sponsored by the RIAA and MQA; plus special appearances by Styx lead guitarist and vocalist Tommy Shaw and country singer/songwriter Clare Dunn.