Mahindra & Mahindra has introduced Dolby Atmos sound technology in the Thar Roxx AX7L variant. This development makes the Thar Roxx the first SUV in the world to feature a 4-channel Dolby Atmos immersive audio system.
Mahindra announced the update during an official statement, highlighting the brand’s continued focus on elevating the driving experience through technological innovation. The advanced sound system, developed in partnership with Dolby Laboratories, is embedded within a 9-speaker Harman Kardon setup. This includes six speakers, two tweeters, and a subwoofer, delivering a combined output of 400W. The system is operated through a 10.25-inch free-standing infotainment display and comes bundled with limited-time access to the Gaana music streaming app.
This offering builds on Mahindra’s track record of integrating premium audio systems in its electric offerings, such as the BE 6 and XUV.e9, which feature a 16-speaker setup with a 1,400W output.
High Demand and Expanded Production
Since its launch in August last year, the Mahindra Thar Roxx has seen strong demand in the Indian market. Combined with the three-door Thar variant, the SUV lineup has crossed 2.5 lakh units in sales. Responding to this demand, Mahindra has increased production capacity, significantly reducing the waiting period for the Thar Roxx from 18 months to a maximum of six months.
Powertrain and Variants
The Thar Roxx has two powertrain options-
- a 2.0-litre turbo-petrol engine
- a 2.2-litre diesel engine.
The petrol variant, exclusively rear-wheel drive, delivers up to 177 PS and 380 Nm of torque. It is offered with either a 6-speed manual transmission or a 6-speed torque converter automatic. The diesel variant allows customers to choose between rear and four-wheel drive configurations. Depending on the transmission and tuning, it produces up to 175 PS and 370 Nm of torque.
Premium Features and Safety
Beyond audio innovations, the Thar Roxx also boasts a range of premium features. These include dual 10.25-inch displays for instrumentation and infotainment, a panoramic sunroof, ventilated front seats, a 6-way powered driver’s seat, auto climate control with rear AC vents, wireless phone charging, keyless entry, and a cooled glovebox.
On the safety front, the SUV has six airbags as standard, disc brakes on all wheels, a 360-degree camera, an electronic parking brake with auto hold, and a tire pressure monitoring system (TPMS). It also includes advanced driver assistance systems (ADAS) such as lane keep assist and adaptive cruise control. The Thar Roxx received a five-star safety rating from Bharat NCAP in 2024.
Pricing and Competition
The Mahindra Thar Roxx is priced between Rs 12.99 lakh and Rs 23.39 lakh (ex-showroom). It competes with rivals such as the 5-door Force Gurkha and the Maruti Suzuki Jimny in the Indian market.
Mahindra’s integration of Dolby Atmos into the Thar Roxx marks a new chapter in the evolution of off-road vehicles, blending rugged performance with premium in-cabin experiences. With this move, the company reinforces its commitment to delivering innovation that resonates with many automotive enthusiasts.
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