You’ve Never Heard Anything Like This – Thar Roxx’s Dolby Atmos Audio is Unreal!

Mahindra is redefining the in-car entertainment experience with the Thar Roxx, which has now become the world’s first SUV to offer a 4-channel Dolby Atmos immersive audio system. Available exclusively in the top-spec AX7L variant, this setup is part of Mahindra’s collaboration with Dolby Laboratories, pushing the boundaries of off-road vehicles by combining adventure with cutting-edge tech.

Revolutionary Sound Experience in Thar Roxx

Traditionally, off-roaders have focused on rugged capabilities, often compromising on comfort and technology. However, Mahindra is changing that narrative. With the launch of Thar Roxx, the brand has showcased that off-road vehicles can be feature-rich and offer high-end experiences. The latest highlight is the 9-speaker Harman Kardon sound system with 400W output, now enhanced with Dolby Atmos 4-channel spatial audio, delivering an immersive, concert-like feel inside the cabin.

Whether you’re navigating city traffic, cruising on highways or exploring off-beat trails, the 4-channel Dolby Atmos setup provides depth, realism and directionality to every sound, elevating the listening experience. The 10.25-inch touchscreen infotainment system processes audio natively and even supports Gaana app integration, allowing users to stream Dolby Atmos-enabled music without needing external devices.

Increased Production to Meet Rising Demand

With the introduction of this unique audio feature, demand for the Thar Roxx has surged. In response, Mahindra has ramped up production to ensure shorter delivery timelines and meet growing customer interest. This move underlines the significance of infotainment systems in today’s automotive market, where features like immersive sound are becoming key differentiators.

What the Companies Say

Commenting on this innovation, 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, 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.”

Feature-Rich Thar Roxx Now with Enhanced Audio

The Thar Roxx already comes loaded with features like automatic climate control, Level 2 ADAS, and a floating 10.25-inch infotainment screen. Now, with Dolby Atmos, it elevates cabin experience even further. The spatial audio tech places sound in a 360-degree space around passengers, creating a highly realistic and dynamic sound field—unlike traditional surround sound systems.

Currently, the starting price of the Mahindra Thar Roxx is Rs. 12.99 lakh (ex-showroom), and while the exact pricing impact of Dolby Atmos support is yet to be confirmed, the overall value proposition of this SUV continues to grow.

With this move, Mahindra once again leads the segment, proving that off-roaders can be luxurious, tech-savvy, and ready for the future of in-car entertainment.