Mahindra just turned your next road trip into a music festival – minus the overpriced nachos and porta-potties. With the launch of the Thar Roxx AX7L, Mahindra has become the first carmaker in the world to fit an SUV with 4-channel immersive Dolby Atmos audio. Yes, you read that right — your off-roader is now a concert hall on wheels.
In a move that combines rugged adventure with refined acoustics, the Thar Roxx now offers an integrated Gaana music streaming experience and a 9-speaker Harman Kardon setup that promises to make even traffic jams feel like Coachella.
“We’re not just redefining the off-road experience, we’re remixing it,” said Velusamy R., President – Automotive Tech at Mahindra, who proudly announced that every twist, turn, and throttle now comes with surround sound so good, even potholes seem to hit the beat.
Meanwhile, Dolby’s Karan Grover summed it up best: “This isn’t just music in a car. It’s Mahindra’s way of saying, ‘Why shouldn’t your mountain drive have better sound than your living room?’”
And in case you’re wondering if you’ll have to wait months to vibe in one — good news. Mahindra has ramped up production of the Thar Roxx to ensure fewer waitlists and more playlists.
So whether you’re scaling cliffs or curating roadtrip bangers, the Thar Roxx ensures every journey sounds as epic as it feels. Just don’t be surprised if your passengers start requesting encores.
Thar Roxx with Dolby Atmos: Proof that even in the wild, good bass belongs.
