Mahindra & Mahindra Ltd, India’s leading SUV manufacturer, in collaboration with Dolby Laboratories, has unveiled Dolby Atmos in the Thar ROXX AX7L variant. This marks a groundbreaking first in the global SUV market, offering 4-channel immersive audio powered by Dolby Atmos, transforming the vehicle’s audio system for an exceptional listening experience.
The Thar ROXX takes in-car audio to the next level. Whether navigating city streets or exploring off-the-beaten-path trails, the immersive Dolby Atmos technology allows sound to move around you, adding depth and realism to every ride. Additionally, the Thar ROXX comes with Gaana streaming directly integrated into the infotainment system, giving owners access to Dolby Atmos music, turning every drive into an unforgettable adventure.
Speaking about the collaboration, Karan Grover, Senior Director, Commercial Partnerships – IMEA at Dolby Laboratories, commented, “We’re thrilled to work with Mahindra to bring Dolby Atmos to Thar ROXX AX7L. This innovation transforms the car into a personalized concert hall, enhancing every journey and perfectly matching the adventurous spirit of the Thar.”
Velusamy R, President of Automotive Technology & Product Development at Mahindra & Mahindra Ltd, stated, “At Mahindra, we are committed to pushing the boundaries of automotive innovation, and the Thar ROXX exemplifies this vision. With the first-ever integration of Dolby Atmos, featuring 4 channels of immersive sound in the premium 9-speaker Harman Kardon system, the Thar ROXX delivers an unparalleled sensory experience. It’s unlike any other SUV on Indian roads, offering a driving experience enhanced by cutting-edge audio technology.”
This partnership between Mahindra and Dolby sets a new standard for in-cabin technology, catering to the evolving needs of the modern consumer who values performance, design, and a rich digital experience. In response to high demand, Mahindra has increased production of the Thar ROXX with Dolby Atmos to ensure quicker delivery times for eager customers.
Dolby Laboratories is a global leader in immersive entertainment experiences. From films and TV to music, sports, and gaming, Dolby enhances sight and sound, creating spectacular experiences across all devices. Dolby collaborates with artists, storytellers, and brands to transform entertainment through groundbreaking technologies such as Dolby Atmos, Dolby Vision, Dolby Cinema, and Dolby OptiView.
Founded in 1945, the Mahindra Group is one of the largest multinational conglomerates, with a presence in over 100 countries and a workforce of 260,000 employees. The group is a leader in farm equipment, utility vehicles, IT services, and financial services in India, and is the world’s largest tractor manufacturer by volume. It also has a strong presence in renewable energy, agriculture, logistics, hospitality, and real estate, with a focus on driving positive change in communities globally.
