KEY HIGHLIGHTS
- World's first SUV with 4-channel Dolby Atmos.
- Premium 9-speaker Harman Kardon audio setup.
- Integrated Gaana streaming for immersive music experience.
- Cabin transforms into dynamic concert-like space.
- Mahindra boosts production to meet rising demand.
Mahindra Thar ROXX: In a groundbreaking move that blends rugged adventure with cutting-edge sound technology, Mahindra & Mahindra has introduced Dolby Atmos-powered immersive audio in the latest Thar ROXX AX7L variant. This marks a global-firstin the SUV segment, as no other production SUV has ever featured a 4-channel Dolby Atmos sound system before. Check out more details below and join our 91Wheels WhatsApp Community to stay updated on the latest automotive news.
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Improved Audio Experience
The Mahindra Thar ROXX is no stranger to bold innovation, and its latest feature pushes the boundaries of in-cabin entertainment. Thanks to an advanced 9-speaker Harman Kardon system, this SUV now offers an audio experience that's not just loud, but immersive - making listeners feel like they are inside the music rather than just hearing it. With Dolby Atmos, sound travels in a 360-degree space, creating depth, height, and precision unlike anything seen (or heard) in this segment.
Whether you are navigating urban chaos or off-roading in remote terrains, the audio adjusts to the cabin's dimensions and road conditions, delivering rich and detailed soundscapes that adapt in real-time.
Built for the Digitally Immersed Indian Consumer
This new-age Thar variant doesn't just cater to adventure seekers - it's also built for the digitally savvy generation. The infotainment system comes pre-integrated with Gaana music streaming, allowing users to instantly access Dolby Atmos-supported tracks without relying on third-party devices or mobile phones. This makes every playlist more dynamic, every podcast more engaging, and every drive more memorable.
Officials Say...
Commenting on this major leap, Karan Grover, Senior Director at Dolby Laboratories, emphasized the transformative power of Dolby Atmos in redefining the in-car entertainment landscape. He noted how this partnership brings concert-quality audio to everyday drives, creating a new standard in vehicle sound systems.
Meanwhile, Velusamy R, President of Automotive Technology & Product Development at Mahindra, highlighted the brand's commitment to innovation and customer delight. According to him, integrating a 4-channel Dolby Atmos setup in the Thar ROXX is more than a feature - it's an experience designed to match the SUV's go-anywhere, do-anything spirit.
Meeting Demand with Increased Production
Given the overwhelming interest in the Thar ROXX with Dolby Atmos, Mahindra has announced a ramp-up in production to cut down delivery times. This ensures that buyers won't have to wait long to get their hands on one of the most technologically advanced SUVs currently on Indian roads.
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Verdict
The introduction of Dolby Atmos in the Mahindra Thar ROXX AX7L isn't just an upgrade - it's a game-changer for the automotive industry. By seamlessly combining premium audio, off-road capability, and smart digital integration, Mahindra has once again proven its knack for delivering innovation that resonates with modern Indian consumers.
