365Telugu.com online news,National, 30 May 2025: Dolby Laboratories, a global leader in immersive entertainment technology, and Mahindra & Mahindra Ltd., India’s premier SUV manufacturer, have announced a groundbreaking innovation with the launch of Dolby Atmos in the Mahindra Thar ROXX AX7L variant. This is the first time in the global SUV market that a vehicle offers 4-channel immersive audio powered by Dolby Atmos.
The Thar ROXX transforms the in-car audio experience, whether you’re navigating city streets or exploring rugged trails. Dolby Atmos delivers a surround sound experience that moves freely around you, creating unmatched depth, clarity, and realism.
With Gaana streaming integrated directly into the infotainment system, owners of the Thar ROXX can enjoy their favorite Dolby Atmos music anytime, making every drive an extraordinary auditory journey.
Karan Grover, Senior Director, Commercial Partnerships – IMEA, Dolby Laboratories, remarked, “Our collaboration with Mahindra opens exciting possibilities for customers, especially in India. Dolby Atmos in the Thar ROXX AX7L transforms the cabin into a personalized concert hall on wheels, delivering an immersive audio experience that perfectly matches the adventurous spirit of the SUV.”
Velusamy R, President – Automotive Technology & Product Development, Mahindra & Mahindra Ltd., added, “At Mahindra, we constantly push the boundaries of automotive innovation, and the Thar ROXX exemplifies this vision. Being the world’s first vehicle to feature Dolby Atmos with a premium 9-speaker Harman Kardon audio system, the Thar ROXX offers a unique sensory experience. No matter the terrain, it brings every moment on the road to life like no other SUV on Indian roads.”
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This partnership sets a new standard for in-cabin technology, catering to the global Indian consumer who values performance, design, and a cutting-edge digital lifestyle. Responding to the strong demand, Mahindra has increased production of the Thar ROXX with Dolby Atmos, ensuring customers can experience this innovative SUV with reduced waiting times.