Chandigarh, 30 May 2025: Dolby Laboratories, a global leader in immersive entertainment experiences, and Mahindra & Mahindra Ltd., India’s leading SUV manufacturer, today announced the debut of Dolby Atmos in the Mahindra Thar ROXX AX7L variant. This marks a first-of-its-kind innovation in the global SUV market — integrating 4-channel immersive audio powered by Dolby Atmos into a vehicle.
The Thar ROXX redefines the aural experience on wheels. Whether you’re cruising through urban streets or navigating remote trails, Dolby Atmos enhances every journey, allowing sound to move freely around you with unmatched depth and realism.
With Gaana streaming integrated directly into the infotainment system, Thar ROXX owners can immerse themselves in Dolby Atmos music anytime, making every ride truly unforgettable.
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 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.