World's First SUV With 4-Channel Dolby Atmos Audio System Launched In India: Prices Start Under Rs 20 Lakh!

Published: Friday, May 30, 2025, 17:12 [IST]

Mahindra recently introduced a 16-speaker audio system boasting a combined output of 1400W in models such as the BE 6 and XEV 9E. Now, Mahindra is the first automaker in the world to launch a 4-channel Dolby Atmos audio system in an SUV, introducing the cutting-edge feature in the new Mahindra Thar Roxx.

The Thar lineup by Mahindra has redefined its segment in India. The introduction of Thar Roxx showcases that off-road vehicles can be equipped with advanced technology and features not typically seen in this category. This model is packed with innovative technology and creature comforts.

Mahindra's Audio Innovation

Mahindra has launched a 4-channel Dolby Atmos audio system with the Thar Roxx, making it the first SUV worldwide to offer such an immersive sound experience. This feature is exclusive to the top-spec AX7L trim level, promising an enhanced auditory experience whether navigating city streets or exploring off-road paths.

The new audio system provides unmatched immersion and realism, allowing drivers to rediscover their favourite tracks. It offers a depth of sound that transforms every journey into an engaging experience.

Advanced Sound System Features

The Thar Roxx comes equipped with a 9-speaker Harman Kardon system delivering 400W of combined output. This setup is controlled via a 10.2-inch free-standing head unit and includes a limited-time Gaana subscription for added value.

Karan Grover from Dolby Laboratories expressed excitement about their collaboration with Mahindra, stating: "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."

Mahindra Thar Roxx 4-Channel Dolby Atmos Pricing

Since Mahindra is offering the 4-channel Dolby Atmos audio system only on the top-spec AX7L trim, prices for this variant of the Mahindra Thar Roxx starts from Rs 19.79 lakh (ex-showroom).

DriveSpark Thinks

The Thar Roxx delivers an unparalleled sensory experience regardless of terrain or conditions. It brings each moment on Indian roads to life through its Dolby Atmos integration.