Congrats on the new car!
It's actually called Bose AudioPilot™. It "listens" to the sound sources from in and outside the cabin and "compensates" for "Noise" by adding a opposite type of signal to give you better sound quality. It's the same technology found in the headsets airplane pilots use. It adjusts aural output to reduce the effects of engine noise, downshifting big rigs or backseat drivers on sonic quality, like their Bose™ headphones...
I bet it would especially work well with a crying baby and totally cancel it out! Well, maybe not.
The Q also has the speed sensitve Volume, which justs Boosts volume and certain eq. settings to compensate for the added noise from acheiving higher speeds.
More info on the Bose™ website.