Mahindra Thar Roxx is the first global SUV with Dolby Atmos sound
Dolby Laboratories and Mahindra & Mahindra Ltd. have announced that the Mahindra Thar ROXX AX7L variant will now be available with Dolby Atmos. The Indian firm claims that this 'redefines the aural experience on wheels'. Furthermore, the infotainment system of the SUV gets Ganna app integration, which allows users to stream songs seamlessly.The Thar Roxx has been a very popular product for Mahindra in the Indian market since its launch in August last year. Recently, the company had announced ramping up of the production of the SUV and its sibling, the Thar 3-door, which combined have garnered over 2.5 lakh sales. This ramp up has reduced the waiting period of the Thar Roxx from 18 months to a maximum of six months.advertisementSubscribe to Auto Today Magazine
Speaking on the collaboration, Karan Grover, Senior Director, Commercial Partnerships, IMEA, 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 personalised 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, Automotive Technology & Product Development, Mahindra & Mahindra Ltd, said, 'At Mahindra, it is our constant endeavour 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 4 channels of immersive audio integrated into the premium 9-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.'advertisementThe Thar Roxx currently retails between Rs 12.99 lakh and Rs 23.39 lakh (both ex-showroom) and offers two powertrains: a 2.0-litre turbo-petrol or a 2.2-litre diesel. The petrol mill is available with either a 6-speed manual transmission with 161.8bhp and 330Nm of torque or a 6-speed torque converter automatic whose power figures stand at 176.8bhp and 380Nm. The diesel powerhouse can be had with the same two transmission options, with the manual offering 152.1bhp and 330Nm while the automatic has two tunes, one with the same figures as the manual and the other with 174.8bhp and 370Nm of torque. The petrol variants are only available with RWD, the diesel lets the users choose between RWD and 4WD.
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