Mahindra & Mahindra Ltd., in collaboration with Dolby Laboratories, has announced the integration of Dolby Atmos into the Thar ROXX AX7L variant. This development marks the first instance of a sport utility vehicle globally being equipped with a 4-channel immersive audio system powered by Dolby Atmos.
The Thar ROXX AX7L features a 9-speaker Harman Kardon branded audio system, with support for Dolby Atmos designed to enhance the in-cabin listening experience. The infotainment system also includes built-in access to Gaana streaming, allowing users to listen to Dolby Atmos-enabled music while on the move.
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.”
Velusamy R, President – Automotive Technology & Product Development, Mahindra & Mahindra Ltd., stated, “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.”
Mahindra has increased production of the Thar ROXX to address growing demand and reduce waiting periods. The collaboration between Mahindra and Dolby aims to offer a new benchmark in in-car technology, targeting consumers seeking performance, connectivity, and audio integration.
