Mahindra Thar ROXX AX7L variant is now offered with a 4-channel immersive audio system that integrates Dolby Atmos technology, powered through a premium 9-speaker Harman Kardon setup.
This strategic move underscores the growing importance of in-cabin technology and premium features in differentiating cars and SUVs in today’s competitive market.
The Mahindra Thar Roxx retails between Rs 12.99 lakh and Rs 23.09 lakh (ex-showroom).
Mahindra Thar ROXX AX7L variant will now be equipped with Dolby Atmos. This marks the Thar Roxx as the first SUV worldwide to feature 4-channel immersive audio capability.
This is an extension of the collaboration between the automaker and Dolby Laboratories. The AX7L trim, which already came equipped with a 9-speaker Harman Kardon sound system, now incorporates a 4-channel audio system powered by Dolby Atmos.
Moreover, using this tech, the sound can move around the vehicle to create a spatial audio effect. It also gets the Gaana streaming service built into the infotainment system, providing Dolby Atmos-compatible music content.
The move comes as automotive manufacturers increasingly focus on in-cabin technology features to differentiate their products.
Increased Production
Mahindra has increased production of the Dolby Atmos-equipped Thar ROXX to address market demand and reduce customer waiting periods. The current waiting period ranges between 4-6 months, depending on the variant.
About Dolby
Dolby Laboratories (NYSE: DLB) is a world leader in immersive entertainment. From movies and TV, to music, sports, gaming, and beyond, Dolby transforms the science of sight and sound into spectacular experiences for billions of people worldwide across all their favorite devices. They partner with artists, storytellers, and the brands who love to transform entertainment and digital experiences through groundbreaking innovations like Dolby Atmos, Dolby Vision, Dolby Cinema, and Dolby OptiView.
Dolby, Dolby Atmos, and the double-D symbol are trademarks or registered trademarks of Dolby Laboratories, Inc. in the United States and/or other countries. Other trademarks are the property of their respective owners.
Official Statements
Commenting on this collaboration, Karan Grover, Senior Director, 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.”
Mr. Velusamy R, President – Automotive Technology & Product Development, Mahindra & Mahindra Ltd, said, “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.”
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 overwhelming demand. This ensures customers can enjoy the unmatched thrill and innovation of ‘the SUV’ with a reduced waiting time.
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