Mahindra Thar ROXX Just Got a Whole Lot Louder (and Cooler) with Dolby Atmos
Mahindra & Mahindra has just turned up the volume—literally. The iconic Indian SUV brand has teamed up with Dolby Laboratories to launch the world’s first SUV equipped with 4-channel immersive audio powered by Dolby Atmos. Debuting in the Thar ROXX AX7L variant, this cutting-edge tech brings a premium, cinema-like sound experience to the great outdoors.
Forget basic infotainment—the Thar ROXX now offers an audio environment that moves beyond traditional stereo, delivering 360° sound that follows you whether you’re crawling over rocky terrain or cruising the urban sprawl. Paired with a 9-speaker Harman Kardon system and integrated Gaana streaming, the Thar ROXX transforms every drive into a rolling concert.
Karan Grover of Dolby Laboratories summed it up perfectly: “We’re transforming the cabin into a personalized concert hall on wheels.” And Mahindra’s Velusamy R echoed that sentiment, calling the Thar ROXX a “testament to limitless innovation” and a sensory upgrade that elevates the SUV experience to global standards.
Beyond audio thrills, Mahindra is backing up demand with faster production, ensuring customers don’t have to wait long to get their hands on this tech-loaded off-roader.
With this move, Mahindra isn’t just redefining what a rugged SUV should sound like—it’s raising the bar for in-cabin tech across the industry.
🎥 Check it out in action: Watch on YouTube
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