https://www.cnet.com/roadshow/news/bose-quietcomfort-road-noise-cancellation/

The technology uses accelerometers that measure vibrations on the car's body. Then Bose's software plays audio through the car's speakers to cancel out those vibrations and noises. Microphones in the cabin also "listen" for road noise to help the system adapt to different surfaces, Bose says. The noise cancellation can even adjust as the car ages.

Aside from just improving in-car comfort, Bose's technology could help automakers fight weight gain in new models. The company notes that traditional sound-deadening techniques, like extra insulation or thicker window glass, add a lot of weight. Keeping weight low is critical for automakers' efforts to improve vehicle efficiency, especially with electric cars.