Sunday | Jun 08 2025 | 11:14:01 PM
So, Mahindra, clearly not content with just ruling the rugged roost, decided its Instagram-famous Thar needed an audio glow-up. The Thar ROXX AX7L now boasts what's billed as a "world-first" 4-channel Dolby Atmos setup. But hold on, because this Atmos affair isn't a one-off fling for Mahindra. They've already rolled out their electric SUV armada – the sharply styled BE.6 and the rather striking XEV9e are now on Indian roads, with the BE.6 following – and these EVs pack an even more serious 16-speaker Harman Kardon Dolby Atmos system. It’s a full-blown audio offensive, turning everything from their mud-plugger to their silent gliders into potential concert halls on wheels. The big question, especially in a market that loves its tech but also its value, is this a genuine game-changer or just some very well-marketed speaker-rattling?
Dolby, the maestros of cinematic sound, are making a determined push into our cars. With EVs turning drives into whisper-quiet affairs and dashboards morphing into command centres, premium audio is the new bragging right. Sure, a few swanky German imports and other global luxury brands have been offering Atmos for a while. But Mahindra democratising it, or at least spreading it across their diverse Indian portfolio, is noteworthy. It’s like your neighbourhood biryani king suddenly announcing a Michelin-star catering service – ambitious and attention-grabbing.
Mahindra's top brass, naturally, are quite chuffed. Mr. Velusamy R talks about "redefining the driving experience." For the Thar, it's a 9-speaker Harman Kardon system with that 4-channel Atmos. The launched EVs, however, get the full 16-speaker orchestra. Gaana integration is standard, ensuring your favourite Bollywood epics or trending indie tracks get the full 3D treatment, whether you're navigating city traffic or, in the Thar's case, a rather large puddle.
Karan Grover from Dolby paints the vision of a "personalised concert hall on wheels." Sweet. Though, the acoustics of a Thar, potentially open to the elements, versus the sealed-for-serenity cabin of a BE.6, are two very different recording studios. The 4-channel versus 16-speaker distinction also hints at varying degrees of 'Atmos-ness'.
Now, let's talk about who this is really for. The hardcore Thar owner might still be more interested in articulation and wading depth. But Mahindra is betting on the 'Global Indian consumer' – their term – who wants the digital bling with their brawn.
And speaking of digital bling, the much-anticipated Maruti Suzuki eVX (likely to be badged e Vitara in India) is knocking on the showroom doors, with its launch slated for around September 2025 after its Indian debut earlier in the year.
It’s confirmed to be feature-packed with things like ADAS and a premium sound system (some whispers suggest a 10-speaker Infinity setup). While Dolby Atmos hasn't been explicitly shouted from the rooftops for the eVX yet, you wouldn't be surprised if Maruti throws it into their top-end variants to keep pace. It's definitely the space to watch.
The challenge of delivering authentic Atmos, especially in the Thar's potentially compromised acoustic environment, remains. It’s one thing to have the badge, another to make it truly sing above the tyre roar or, in the EVs, the smug silence of electric propulsion.
Mahindra is clearly bullish, scaling up Thar production and already delivering their Atmos-equipped EVs. If this strategy hits the right notes with buyers, other mainstream players in India will feel the pressure to tune up their audio offerings. This could well be the inflection point where immersive sound stops being an exotic import and becomes a regular fixture on the Indian car scene.
