Dolby Laboratories, Inc. (NYSE: DLB), and Mahindra & Mahindra Ltd., today announced that the two companies will redefine the audio entertainment experience in more accessible cars by introducing Dolby Atmos to Mahindra’s category disrupting XUV 3XO, starting with the newly launched XUV 3XO REVX A. This makes Mahindra’s XUV 3XO REVX A variant the world’s first SUV under Rs. 12 Lakh (ex-showroom) to feature Dolby Atmos.
Originally created for the cinema, Dolby Atmos is a new way to create and experience entertainment that delivers artistic expression at its fullest capacity, immersing listeners in the content they love and forging a deeper connection between creators and their fans. In the car, entertainment in Dolby Atmos goes beyond the ordinary listening experience, revealing details with unparalleled clarity and depth. For consumers, it unlocks new levels of emotion for them to enjoy their music. Dolby Atmos can turn just about every vehicle into a space where drivers and passengers get even more out of their favourite entertainment.
Dolby Atmos delivers an elevated entertainment experience that complements the evolving needs of the modern Indian consumers who value performance, accessibility, and high-quality audio on the go.
In addition to REVX A, Dolby Atmos will also be available on the AX5L, AX7 and AX7L variants. The system features a six-speaker audio layout, meticulously tuned to complement the unique cabin architecture of the XUV 3XO, ensuring an immersive sound experience that places passengers at the very heart of the soundstage. The AX7L variant takes this experience to the next level with an additional subwoofer, delivering deeper bass and enhanced sound clarity to create a truly cinematic soundscape. All four variants of XUV 3XO with Dolby Atmos will be available for customers from mid-September.
R Velusamy, President – Automotive Business (Designate), Mahindra & Mahindra Ltd., said “At Mahindra, we are driven by the vision of democratising advanced innovations to make them accessible to a wider range of customers. With the XUV 3XO, we are proud to set a significant milestone by introducing Dolby Atmos starting with the sub ₹12 Lakh SUV – XUV 3XO REVX A—a global first that redefines in-cabin audio with immersive sound for a larger group of general consumers, transforming every journey. By bringing premium features like Dolby Atmos to the XUV 3XO, we aim to connect with the evolving aspirations of today’s SUV buyers.”
Karan Grover, Senior Director, Commercial Partnerships – IMEA, Dolby Laboratories said, “We believe great sound should be available to everyone, everywhere. With the Mahindra XUV 3XO, we are proud to bring Dolby Atmos to a larger set of Indian consumers, making immersive in-car entertainment more accessible than ever before. By turning the cabin into a personalized concert on wheels, we’re transforming how people experience their everyday drive. This is a significant moment in our journey as we continue to push boundaries of in-cabin entertainment and deliver that amazing experience to more consumers.”
Whether it’s for daily commutes or weekend getaways, Dolby Atmos transforms every drive into an engaging entertainment feast. With Gaana streaming integrated directly into the infotainment system, occupants can access Dolby Atmos Music anytime in the cars, making every journey truly unforgettable.
The XUV 3XO is now the fourth Mahindra vehicle series to feature Dolby Atmos, as the company continues to raise the bar for in-cabin entertainment experience in its offerings. Dolby Atmos was first introduced on the BE 6 and XEV 9e Electric Origin SUVs followed by the Thar ROXX.
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