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Mahindra Thar Roxx Debuts as World’s First SUV with Dolby Atmos Sound

Equipped with a nine-speaker Harman Kardon setup optimized for Dolby Atmos, the AX7L variant now ships within six months instead of 18.

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Overview

  • Mahindra & Mahindra has equipped the Thar Roxx AX7L with Dolby Atmos technology integrated into a four-channel, nine-speaker Harman Kardon audio system for a 360-degree sound experience.
  • The premium AX7L trim is offered in both a 2.0-litre turbo-petrol engine mated to a six-speed automatic and a 2.2-litre diesel available in six-speed manual and automatic transmissions with rear-wheel and four-wheel-drive options.
  • Production ramp-up has cut delivery times from 18 months to six months, addressing strong consumer demand in the Indian market.
  • Thar Roxx sales reached 10,703 units in April 2025, a year-on-year growth of 74 percent, contributing to a combined 2.5 lakh sales with the three-door variant.
  • Ex-showroom prices start at Rs 12.99 lakh and rise to Rs 23.39 lakh for the top-end diesel AX7L, while the petrol AX7L is priced at Rs 20.69 lakh.