Saturday | Jun 07 2025 | 02:42:25 AM
SUV Manufacturer, Mahindra & Mahindra and Dolby Laboratories, a global player in immersive entertainment experiences, has made the debut of Dolby Atmos in the Mahindra Thar Roxx AX7L variant. This marks a first-of-its-kind innovation in the global SUV market, integrating 4-channel immersive audio powered by Dolby Atmos into a vehicle.
With Gaana streaming integrated directly into the infotainment system, Thar Roxx owners can immerse themselves in Dolby Atmos music anytime, making every ride truly unforgettable.
Commenting on this collaboration, Karan Grover, Senior Director, Commercial Partnerships - IMEA, Dolby Laboratories said, “With Dolby Atmos in Thar Roxx AX7L, we’re taking the car journey to an entirely new level by transforming the interior cabin into a personalised concert hall on wheels, making every ride an immersive audio experience that complements the adventurous spirit of the Thar Roxx AX7L.”
Velusamy R, President of Automotive Technology & Product Development, Mahindra & Mahindra, said, “By being the first vehicle in the world to feature Dolby Atmos featuring 4 channels of immersive audio integrated into the premium 9-speaker Harman Kardon Branded Audio system, we are redefining the driving experience. No matter the terrain or conditions, the Thar Roxx delivers a sensory experience like no other SUV of its kind on the Indian roads, bringing every moment on the road to life with Dolby Atmos.”
This collaboration between Mahindra and Dolby sets a new benchmark for in-cabin technology - one that caters to the Global Indian consumer who desires performance, design, and an immersive digital lifestyle.
Furthermore, Mahindra has ramped up production of the Thar Roxx equipped with Dolby Atmos to meet the demand. This ensures customers can enjoy the unmatched thrill and innovation of ‘the SUV’ with a reduced waiting time.
