Get ready to crank up the volume! Mahindra has just made the. Thar ROXX AX7L variant a trailblazer by adding Dolby Atmos, a global first for SUVs. This isn’t just about louder music—it’s about turning your drive into a full-on concert experience. Whether you’re navigating city roads or off-road trails, the Thar ROXX now delivers sound that feels like it’s all around you. Let’s break down why this upgrade is a big deal.
A Sound Revolution on Wheels
What Is Dolby Atmos?
If you’ve ever felt sound swirl around you in a movie theater, that’s Dolby Atmos. It’s a 3D audio tech that makes music and sound effects move above, beside, and behind you, creating a lifelike experience. Mahindra has brought this magic to the Thar ROXX AX7L, making it the first SUV worldwide to feature a 4-channel Dolby Atmos system. It’s like having a mini-concert hall in your car.
Harman Kardon’s Premium Touch
The Dolby Atmos system isn’t working alone. It’s paired with a 9-speaker Harman Kardon setup, tuned for crisp highs, rich mids, and deep bass. Controlled through the Thar ROXX’s 10.2-inch infotainment screen, it supports Gaana streaming for Dolby Atmos-optimized tracks. Whether it’s a Bollywood hit or a rock anthem, every note hits just right.
Why Thar ROXX Owners Will Love This
Music Meets Adventure
Picture this: you’re cruising through a rugged trail, the Thar ROXX handling every bump, while your favorite playlist feels like a live performance. Dolby Atmos makes it happen, blending perfectly with the SUV’s adventurous vibe. As Karan Grover from Dolby Laboratories puts it, “We’re transforming the interior cabin into a personalized concert hall on wheels.” It’s an audio upgrade that matches the thrill of the drive.
Appealing to Tech Lovers
Mahindra knows its buyers want more than just rugged looks. The Thar ROXX already packs Level 2 ADAS, dual 10.25-inch screens, and a panoramic sunroof. Adding Dolby Atmos shows Mahindra’s catering to tech-savvy drivers who want their SUV to be a lifestyle statement, not just a vehicle.
Beyond the Audio: Thar ROXX Highlights
Power-Packed Performance
The Thar ROXX isn’t just about sound. It offers a 2.0-liter petrol engine (174 HP, 380 Nm) or a 2.2-liter diesel (up to 172 HP, 370 Nm), with manual or automatic options and rear-wheel or 4WD drive. It’s built to dominate any terrain, from highways to hills.
Safety and Smarts
With a 5-star Bharat NCAP rating, the Thar ROXX includes six airbags, electronic stability control, and Level 2 ADAS features like lane keep assist. A 360-degree camera and parking sensors make it as practical as it is exciting.
Pricing and Availability
The Dolby Atmos experience comes with the Thar ROXX AX7L, starting at Rs. 19.79 lakh (diesel) and Rs. 20.69 lakh (petrol, ex-showroom). It’s a premium price, but the mix of tech, safety, and now world-class audio makes it worth it. Mahindra’s boosting production to meet demand, so you might not wait long.
Why This Is a Big Deal
Mahindra’s collaboration with Dolby Laboratories isn’t just a flex—it’s a game-changer. By integrating Dolby Atmos, the Thar ROXX AX7L sets a new benchmark for in-car entertainment, especially in India, where music and adventure go hand in hand. It’s no wonder the Thar ROXX is Mahindra’s second-best-selling SUV, with 10,703 units sold in April 2025 alone, marking a 74% year-on-year growth.
Whether you’re a music buff, an off-road enthusiast, or someone who just loves a well-rounded SUV, the Thar ROXX with Dolby Atmos is worth a test drive. It’s not just about getting from point A to point B—it’s about enjoying the journey with every beat, note, and adventure along the way.