In a global first, Mahindra & Mahindra has launched the Thar ROXX AX7L variant with integrated 4-channel immersive audio powered by Dolby Atmos, redefining in-car entertainment. The SUV features a premium 9-speaker Harman Kardon audio system, transforming every drive into a rich, 360-degree audio experience.
This innovation marks Dolby Atmos’ debut in an SUV, making Mahindra the first automaker globally to offer this technology in a production vehicle. The system is further enhanced by Gaana streaming integration, allowing passengers to enjoy immersive music on the go.
“With Dolby Atmos, the Thar ROXX delivers an unmatched, concert-like sound experience,” said Karan Grover of Dolby Laboratories. Mahindra’s Velusamy R added, “This is a sensory revolution for Indian roads, fusing adventure with immersive audio.”
Mahindra has scaled up production to meet strong demand, offering a reduced waiting period for customers eager to experience this trailblazing tech in the rugged Thar ROXX.
