Mahindra and Mahindra are on a roll as the company announced that the Thar Roxx became the first SUV in the world to be equipped with Dolby Atmos. The 4-channel audio powered by Dolby Atmos made its debut with the top-of-the-line Thar Roxx AX7L. The Thar, including the three-door version, is Mahindra’s second-best-selling SUV after the Scorpio. The Thar sold 10,703 units in April 2025, which is a 74% growth year-on-year.
Benchmark in in-car entertainment
Mahindra and Dolby Laboratories first collaborated on the two-borne electric vehicles, the BE 6 and XEV 9e. Now, for the first time, an internal combustion engine SUV sports the Dolby Atmos. Unlike the traditional one-dimensional sound setup, Dolby Atmos transforms a vehicle into a cinematic soundstage with true 360-degree audio immersion. Unlike previous stereo systems that blast noise from fixed speakers, Atmos precisely places and moves sounds around you, even overhead, so every seat becomes the best seat in the house.
Dolby Atmos, featuring 4 channels, are integrated into the 9-speaker Harman Kardon audio system, and the Thar Roxx’s audio system comes standard with Gaana.
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.”
Mahindra Thar Roxx AX7L: Features
The Thar Roxx AX7L is available in both petrol and diesel, and the former only comes in automatic, while the manual and automatic are available in diesel. The petrol is powered by a 2-litre engine with an output of 174 bhp and 380 Nm and is mated to a 6-speed automatic torque converter. The diesel, on the other hand, is available in rear-wheel-drive and 4×4 and is offered in both a 6-speed manual and a 6-speed automatic torque converter. The petrol Thar Roxx AX7L is priced at Rs 20.69 lakh, and the diesel starts from Rs 19.79 lakh to Rs 23.39 lakh, ex-showroom.
