Mahindra XUV 3XO gets Dolby Atmos sound, first SUV under ₹12 lakh with it

New Delhi: Mahindra has introduced Dolby Atmos immersive audio technology in its newly launched XUV 3XO, bringing a premium in-car sound experience to customers in the compact SUV segment under Rs.12 lakh ex-showroom. Dolby Laboratories, known as a global leader in sound innovation, has teamed up with Mahindra & Mahindra Ltd. one of India's most trusted SUV manufacturing brands, which introduced Dolby Atmos immersive audio technology in the newly launched Mahindra XUV 3XO. This advanced audio feature will be first offered in XUV 3XO REVX variant with the launch Mahindra became the first carmaker in India to bring Dolby Atom experience to an SUV at this price.

Dolby Atoms, initially engineered for cinema halls, came up with a three dimensional audio field including vertical eight channels and enhanced spatial mapping. In the industry of automotive, this technology is designed to optimize the in cabin music experience, delivering better soundstage precision and immersive depth across various media formats. Dolby and Mahindra claim that by placing residents at the acoustic center, the system provides a well-balanced and captivating audio experience throughout both short and long rides..

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R. Velusamy, the designated President of Automotive Business at Mahindra & Mahindra Ltd., says that the inclusion of Dolby Atmos aligns with the company’s goal of making advanced features accessible to a broader customer base. The XUV 3XO marks a milestone with the introduction of Dolby Atmos in the sub-Rs. 12 lakh SUV segment. This enhancement is aimed at improving the in-cabin entertainment experience for a wider group of consumers, he said.

The Mahindra XUV 3XO featured a Dolby Atmos audio system equipped with a six speaker setup. In the higher end models like AX7L trim, the system is further enhanced with  an integrated subwoofer, providing deeper bass and a rich overall sound.

Karan Grover, Senior Director, Commercial Partnerships with IMEA, at Dolby Laboratories, says that the collaboration with Mahindra supports Dolby’s objective of expanding access to high-quality audio. Bringing Dolby Atmos to the XUV 3XO allows more consumers in India to experience immersive sound in their vehicles. We see this as a step forward in enhancing in-car entertainment,  Grover added.

Dolby Atmos equipped XUV 3XO models also have an access to Gaana music app, which offers library songs to Dolby Atmos. The  Atmos feature will be offered in four variants REVX A, AX5L, AX7, and AX7L. Customer deliveries for these models are scheduled to commence by mid-September 2025.

With inputs from Ahsan Khan