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Mumbai, July 5, 2025 – Mahindra & Mahindra Ltd. has partnered with Dolby Laboratories to launch a groundbreaking feature in the Thar ROXX AX7L: the world’s first 4-channel Dolby Atmos audio system in an SUV. Announced on May 30, 2025, this collaboration redefines in-cabin entertainment, blending rugged performance with concert-like sound. Source: Dolby Newsroom.
The Thar ROXX AX7L transforms every drive with its 9-speaker Harman Kardon audio system, delivering immersive 360-degree sound. Integrated Gaana streaming allows instant access to Dolby Atmos music, making city commutes or off-road adventures feel like live performances. Karan Grover, Senior Director at Dolby Laboratories, said, “We’re transforming the cabin into a personalized concert hall, complementing the Thar ROXX’s adventurous spirit.”
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Mahindra’s commitment to innovation shines through this first-of-its-kind audio system. “The Thar ROXX redefines the driving experience with Dolby Atmos,” said Velusamy R, President of Automotive Technology at Mahindra. Priced between Rs 12.99 lakh and Rs 23.39 lakh, the AX7L variant offers petrol and diesel options, a 10.2-inch touchscreen, and safety features like six airbags.
To meet high demand, Mahindra is ramping up production, ensuring shorter wait times. The Thar ROXX combines off-road prowess with premium tech, appealing to Indian consumers seeking performance and a digital lifestyle.
