Mahindra Introduces Dolby Atmos in XUV 3XO, Marking a First for Sub-Rs. 12 Lakh SUV Segment

Dolby Laboratories, Inc. (NYSE: DLB), a global provider of audio technologies, and Mahindra & Mahindra Ltd., a leading manufacturer of SUVs in India, have announced the integration of Dolby Atmos immersive audio technology into Mahindra’s newly launched XUV 3XO. The feature will debut on the XUV 3XO REVX A variant, making it the first SUV in India under Rs. 12 lakh (ex-showroom) to offer Dolby Atmos.

Dolby Atmos, originally developed for cinematic sound, enables a three-dimensional audio experience by adding height and spatial depth to sound. In automotive applications, the technology aims to enhance in-cabin audio quality, delivering greater clarity, detail, and immersion for music and other media. According to the companies, the system is designed to place listeners at the center of the soundstage, offering a more engaging auditory experience during daily commutes or long drives.

The XUV 3XO’s Dolby Atmos system includes a six-speaker configuration, calibrated to suit the vehicle’s interior acoustics. On the higher AX7L variant, an additional subwoofer is included to enhance bass response and overall sound richness. Dolby Atmos will be available across four variants of the XUV 3XO: REVX A, AX5L, AX7, and AX7L. Deliveries are expected to begin from mid-September 2025.

R. Velusamy, President – Automotive Business (Designate), Mahindra & Mahindra Ltd., stated 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.

Karan Grover, Senior Director, Commercial Partnerships – IMEA, at Dolby Laboratories, noted 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.

The infotainment system in Dolby Atmos-equipped XUV 3XO models will include integrated access to Gaana, a music streaming service offering a library of songs in Dolby Atmos Music, enabling users to stream spatial audio content directly within the vehicle.

This marks the fourth Mahindra vehicle series to feature Dolby Atmos, following its introduction in the BE 6, XEV 9e electric SUVs, and the Thar ROXX. The XUV 3XO’s adoption of the technology reflects a growing trend among automakers to enhance in-cabin audio as a key differentiator in the competitive SUV market.

Further details on pricing, availability, and technical specifications will be shared by Mahindra closer to the launch date.