Mahindra & Mahindra Ltd., India’s leading SUV manufacturer, in collaboration with Dolby Laboratories, a global innovator in immersive entertainment technologies, today announced the launch of the Thar ROXX AX7L variant—featuring an industry-first integration of Dolby Atmos 4-channel immersive audio in a production SUV.
The Thar ROXX sets a new benchmark in vehicular audio experiences. Whether navigating city streets or traversing off-road trails, Dolby Atmos delivers a transformative soundscape, allowing audio to move seamlessly around passengers with unprecedented depth, clarity, and realism.
Enhancing this innovation is the seamless integration of Gaana’s music streaming service into the vehicle's infotainment system, enabling Thar ROXX owners to enjoy Dolby Atmos Music at any moment, turning every drive into an unforgettable auditory experience.
Commenting on this collaboration, Karan Grover, Senior Director, Commercial Partnerships – IMEA, Dolby Laboratories, stated:
“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., added:
“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 represents a significant advancement in in-cabin technology, catering to the modern Indian consumer who values performance, design, and immersive digital experiences. To meet growing demand, Mahindra has significantly ramped up production of the Thar ROXX equipped with Dolby Atmos, thereby ensuring reduced wait times and quicker access to this trailblazing vehicle.
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