Mahindra Thar ROXX AX7L becomes the world’s first SUV to feature 4-channel Dolby Atmos audio. It comes with a 9-speaker Harman Kardon system, Gaana streaming support, and advanced in-cabin tech.
Mahindra & Mahindra has introduced Dolby Atmos technology in its Thar ROXX AX7L variant, marking it as the first SUV globally to feature a 4-channel immersive audio system. The development results from a collaboration with Dolby Laboratories, expanding the scope of in-car entertainment systems.
The audio system in the Thar ROXX AX7L includes a 9-speaker Harman Kardon setup paired with Dolby Atmos technology. This configuration is designed to enable sound to move across the vehicle’s cabin, producing spatial audio effects. The infotainment system also integrates the Gaana streaming platform, which allows access to Dolby Atmos-compatible music tracks.
Commenting on the collaboration, Karan Grover, Senior Director of Commercial Partnerships – IMEA, Dolby Laboratories, said, “We are excited about the possibilities that our collaboration with Mahindra can bring for customers, especially in India. 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 – Automotive Technology & Product Development at Mahindra & Mahindra Ltd, added, “At Mahindra, it is our constant endeavour to explore limitless boundaries in automotive innovation, and the Thar ROXX is a testament to that spirit. 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..
The inclusion of Dolby Atmos in the Thar ROXX is part of a broader trend where automotive manufacturers are focusing on improving in-cabin technology and user experience. Originally developed for cinema, Dolby Atmos has since been adopted in home entertainment, gaming, mobile devices, and now the automotive sector. The technology delivers three-dimensional sound by introducing height channels in addition to traditional surround sound setups.
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In addition to the upgraded audio system, the Thar ROXX AX7L includes several other features. These include Level 2 Advanced Driver Assistance Systems (ADAS), a panoramic sunroof, and a 10.24-inch touchscreen infotainment system.
The SUV is powered by a 2.0-litre TGDi petrol engine available with 2WD, or a 2.2-litre diesel engine offered with both RWD and 4×4 configurations. Buyers can choose between manual and automatic transmission options. The vehicle is currently priced between ₹12.99 lakh and ₹23.09 lakh (ex-showroom).
To meet market demand, Mahindra has increased the production of Thar ROXX models equipped with Dolby Atmos. The move is aimed at reducing waiting periods and addressing growing customer interest in vehicles with advanced in-cabin technology.
Mahindra continues to expand its product offerings in the utility vehicle segment. The Thar, originally launched as a lifestyle SUV, has seen strong demand in the domestic market. The ROXX variant builds on this platform by introducing additional comfort and technology features.
