Mahindra XUV 3XO Gets Dolby Atmos, First in Sub-₹12L SUV Segment

Mahindra & Mahindra Ltd., a leading Indian SUV manufacturer, has partnered with Dolby Laboratories, Inc. (NYSE: DLB) to integrate Dolby Atmos immersive audio technology into its newly launched XUV 3XO. This collaboration brings cinematic-quality sound to in-car entertainment for the first time in an Indian SUV priced under ₹12 lakh (ex-showroom).

The feature will debut on the XUV 3XO REVX A variant and is set to enhance the overall audio experience for passengers across multiple trims.

What is Dolby Atmos?

Dolby Atmos is a three-dimensional sound technology originally designed for cinema. Unlike traditional audio systems, it adds height, spatial depth, and immersive effects to sound, creating a realistic audio environment.

In automotive applications, the technology:

• Places listeners at the center of the soundstage

• Enhances clarity, detail, and immersion for music, podcasts, and media

• Improves the in-cabin entertainment experience during daily commutes and long drives

This makes in-car media consumption more engaging and dynamic for both drivers and passengers.

XUV 3XO Dolby Atmos Specifications

The Dolby Atmos system in the XUV 3XO includes:

• A six-speaker configuration, calibrated for optimal in-cabin acoustics

• On the AX7L variant, an additional subwoofer enhances bass response and sound richness

• Availability across four variants: REVX A, AX5L, AX7, and AX7L

Deliveries of the Dolby Atmos-equipped XUV 3XO are expected to begin mid-September 2025.

Mahindra’s Vision Behind the Upgrade

R. Velusamy, President – Automotive Business (Designate) at Mahindra & Mahindra Ltd., highlighted the significance of the feature:

“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.”

Mahindra aims to bring advanced technology to a broader audience, making premium audio experiences accessible in affordable SUVs.

Dolby’s Perspective on the Collaboration

Karan Grover, Senior Director, Commercial Partnerships – IMEA at Dolby Laboratories, said:

“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.”

The partnership reflects Dolby’s objective of expanding access to high-quality audio for everyday consumers, not just luxury vehicle owners.

Integrated Streaming: Gaana in Dolby Atmos

The XUV 3XO’s infotainment system includes integrated access to Gaana, a leading music streaming service. Users can stream songs in Dolby Atmos Music, allowing passengers to enjoy spatial audio content directly in the vehicle.

This integration emphasizes Mahindra’s focus on modern in-car connectivity and entertainment, catering to tech-savvy SUV buyers.

Dolby Atmos in Mahindra’s Vehicle Lineup

The XUV 3XO is the fourth Mahindra model to feature Dolby Atmos, following:

• BE 6 electric SUV

• XEV 9e electric SUV

• Thar ROXX

The move highlights a growing trend among automakers to use premium audio systems as a key differentiator in the competitive SUV market.

Market Impact and Consumer Benefits

By equipping the XUV 3XO with Dolby Atmos, Mahindra:

• Provides cinematic audio experiences in an affordable SUV segment

• Enhances user satisfaction and in-cabin comfort

• Offers a competitive edge in the sub-₹12 lakh SUV market

The feature positions Mahindra as a pioneer in audio technology adoption for mass-market SUVs in India.

Conclusion

With the introduction of Dolby Atmos in the XUV 3XO, Mahindra is setting new standards for in-cabin entertainment in affordable SUVs. Deliveries are expected from mid-September 2025, and the technology promises a rich, immersive listening experience, further strengthening Mahindra’s appeal in the competitive SUV market.

As automakers increasingly focus on audio quality as a differentiator, the XUV 3XO demonstrates how advanced sound technology can be made accessible to a wider audience.