In a move set to redefine the in-cabin audio experience, Dolby Laboratories and Mahindra & Mahindra have announced an integration of Dolby Atmos into the new Thar Roxx AX7L variant.
This marks a world-first in the SUV segment, with the Thar Roxx becoming the inaugural vehicle to feature a 4-channel immersive audio system powered by Dolby Atmos.
The collaboration hopes to deliver Dolby’s globally renowned audio innovation, bringing a heightened sense of realism and spatial depth to the driving experience.
At its core is a 9-speaker Harman Kardon audio system, specially tuned to deliver the full potential of Dolby Atmos.
The system allows sound to move in a three-dimensional space, offering an experience previously reserved for cinemas and high-end home entertainment systems.
With Gaana streaming integration built into the vehicle’s infotainment system, Thar Roxx users will have instant access to Dolby Atmos music tracks, enabling seamless enjoyment of immersive audio content on the go.
Karan Grover, Senior Director, Commercial Partnerships – IMEA, Dolby Laboratories, described the innovation as a leap forward in how audio is experienced in vehicles.
“We’re taking the car journey to an entirely new level by transforming the interior cabin into a personalised concert hall on wheels,” he said.
Velusamy R, President – Automotive Technology & Product Development, Mahindra & Mahindra, emphasised Mahindra’s ongoing pursuit of innovation.
“The Thar Roxx is a testament to our spirit of pushing boundaries. By introducing Dolby Atmos in a 4-channel configuration within the Harman Kardon system, we are elevating the sensory experience on Indian roads,” he said.
Mahindra has also announced that production of the Thar Roxx AX7L is being scaled up to meet what the company describes as “overwhelming demand.” With this move, the automaker aims to reduce waiting times and ensure faster deliveries for customers eager to experience the new immersive in-car technology.
As more Indian buyers demand elevated digital experiences within their vehicles, the Mahindra Thar Roxx equipped with Dolby Atmos could signal a shift in what drivers expect from in-cabin entertainment.