Dolby has partnered with Indian SUV manufacturer Mahindra & Mahindra to introduce Dolby Atmos in the Mahindra Thar Roxx AX7L variant. This is the first time that four-channel immersive audio powered by Dolby Atmos has been integrated into a vehicle.
With Gaana streaming integrated directly into the infotainment system, Thar Roxx owners can immerse themselves in Dolby Atmos music.
Karan Grover, senior director of commercial partnerships IMEA at Dolby Laboratories, said, “We are excited about the possibilities that our collaboration with Mahindra can bring for customers, especially in India. With Dolby Atmos in Thar Roxx AX7L, we’re taking the car journey to an entirely new level by transforming the interior cabin into a personalized concert hall on wheels, making every ride an immersive audio experience that complements the adventurous spirit of the Thar Roxx AX7L.”
Mr Velusamy R, president of automotive technology and product development at Mahindra & Mahindra, added, “At Mahindra, it is our constant endeavor to explore limitless boundaries in automotive innovation, and the Thar Roxx is a testament to that spirit. By being the first vehicle in the world to feature Dolby Atmos, featuring four channels of immersive audio integrated into the premium nine-speaker Harman Kardon branded audio system, we are redefining the driving experience. No matter the terrain or conditions, the Thar Roxx delivers a sensory experience like no other SUV of its kind on the Indian roads, bringing every moment on the road to life with Dolby Atmos.”
In related news, Continental has integrated a speaker function directly into a vehicle display unit using its Ac2ated Sound display
