Because why just honk in traffic when you can hear violins swirl around your head?
Mumbai: Mahindra & Mahindra Ltd., in collaboration with Dolby Laboratories, has pulled off something that will make daily commutes feel less like gridlock and more like Glastonbury. The automaker announced that its freshly launched XUV 3XO RevX A is the world’s first SUV under ₹12 lakh (ex-showroom) to feature Dolby Atmos—a milestone that might just make backseat karaoke battles dangerously competitive.
Originally born in the cinemas, Dolby Atmos has now migrated from Hollywood blockbusters to hatchbacks and SUVs. Inside the 3XO, it transforms mundane playlists into goosebump-inducing surround-sound experiences. Mahindra cheekily claims that this is “democratising premium audio,” which loosely translates to: you don’t need a billionaire uncle to feel like you’re sitting inside a private concert hall anymore.
A Symphony on Wheels
The RevX A isn’t just a budget SUV—it’s a budget SUV with a six-speaker setup so well tuned that even traffic jams might become tolerable. And if you splurge on the AX7L, you’ll even get a subwoofer, which means bass drops that can rattle both your bones and the car next to you at the signal.
What the Big Guns Said
- R Velusamy, President – Automotive Business (Designate), Mahindra & Mahindra Ltd. said:
“We are proud to bring Dolby Atmos to an SUV below ₹12 lakh. This is a global first, and it ensures even your mother-in-law’s lecture on long drives comes with crystal clarity.” - Karan Grover, Senior Director, Commercial Partnerships – IMEA, Dolby Laboratories added:
“Great sound should be for everyone, not just people with gold-plated headphones. With Mahindra, we’ve turned the cabin into a personal concert hall—minus the overpriced popcorn.”
More Than Just Music
The system integrates with Gaana streaming, so you can instantly dive into Atmos Music. That means road trips no longer require fighting over aux cables—just arguments over who gets DJ rights.
A Growing Orchestra
The XUV 3XO is now the fourth Mahindra vehicle series to feature Dolby Atmos, after the BE 6, XEV 9e, and Thar Roxx. With this, Mahindra has positioned itself as the unexpected messiah of affordable luxury sound—proof that you don’t need to sell a kidney to enjoy premium audio while navigating India’s legendary potholes.
