Mahindra Thar Roxx - World’s 1st SUV with 4-Channel Dobly Atmos Audio

Mahindra and Dolby laboratories has announced the debut of Dobly Atoms in the Mahindra Thar ROXX AX7L variant. This is the for the first time in the global SUV market where a vehicle gets a 4-channel immersive audio powered by Dolby Atmos.

With this 4-channel Dolby Atmos audio system, Mahindra Thar Roxx is claimed to redefine the aural experience on wheels whether you’re cruising through urban streets or navigating remote trails. Dolby Atmos sound system allows 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. The Thar Roxx has a 9-speaker Harman Kardon sound system with 400W of combined output, which is controlled via a 10.2-inch touchscreen infotainment unit. 

Official Quotes

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 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.”