Mahindra & Mahindra Ltd, India’s leading SUV manufacturer, in collaboration with Dolby Laboratories, Inc. (NYSE: DLB), has introduced Dolby Atmos in its latest XUV 3XO REVX A variant. This milestone makes it the first SUV in the world priced under ₹12 lakh (ex-showroom) to feature the premium in-cabin audio technology.
Originally developed for cinemas, Dolby Atmos transforms entertainment by placing listeners inside the sound, offering exceptional clarity, depth, and detail. Inside the vehicle, it redefines the audio experience, turning every journey into an immersive soundscape. Designed to meet the aspirations of modern Indian consumers who seek performance, innovation, and accessible luxury, this addition strengthens Mahindra’s position as a pioneer in bringing advanced technologies to a wider customer base.
Beyond the REVX A, Dolby Atmos will also be available on AX5L, AX7, and AX7L variants. All models are equipped with a six-speaker system tuned to the unique acoustics of the cabin, ensuring balanced and immersive sound. The AX7L further enhances the setup with a dedicated subwoofer, offering deeper bass and cinematic impact.
Deliveries of these Dolby Atmos-equipped variants will begin mid-September. With Gaana streaming integrated into the infotainment system, passengers can enjoy Dolby Atmos Music on the go, making every trip—whether a daily commute or a long weekend drive—more engaging and memorable.
R Velusamy, President – Automotive Business (Designate), Mahindra & Mahindra Ltd, stated “Mahindra is committed to making advanced innovations accessible to a broader audience. With the XUV 3XO REVX A, we are proud to achieve a global first by introducing Dolby Atmos in a sub-₹12 lakh SUV, redefining the in-cabin audio experience for everyday consumers.”
Karan Grover, Senior Director, Commercial Partnerships – IMEA, Dolby Laboratories, added:
“We believe great sound should be for everyone. Partnering with Mahindra allows us to bring Dolby Atmos to a wider base of Indian car buyers, transforming the cabin into a personalized concert hall and reshaping how people experience their drive.”
The XUV 3XO is the fourth Mahindra vehicle series to feature Dolby Atmos, following the BE 6, XEV 9e, and Thar ROXX. With this launch, Mahindra continues to lead in offering premium entertainment experiences, aligning with the company’s vision of delivering technology-driven value to its customers.
Established in 1945, the Mahindra Group is a leading global federation of companies, employing over 260,000 people across more than 100 countries. In India, it holds strong leadership positions in farm equipment, utility SUVs, information technology, and financial services, and is recognized as the world’s largest tractor manufacturer by volume. The Group also has a significant footprint in sectors such as renewable energy, agriculture, logistics, hospitality, and real estate.
Mahindra is committed to global leadership in environmental, social, and governance (ESG) practices, with a focus on promoting rural prosperity and improving urban living. Its mission is to create lasting, positive impact for communities and stakeholders, empowering them to progress and thrive.
