Mumbai, India – August 21, 2025 – Dolby Laboratories, Inc. (NYSE: DLB), a global leader in immersive entertainment, has partnered with Mahindra & Mahindra Ltd., India’s leading SUV manufacturer, to bring Dolby Atmos immersive audio to the newly launched Mahindra XUV 3XO REVX A. This milestone makes the XUV 3XO REVX A the world’s first SUV under ₹12 lakh (ex-showroom) to feature Dolby Atmos, redefining the in-car entertainment experience for a wider set of consumers.

Originally designed for cinemas, Dolby Atmos offers an unparalleled audio experience by delivering crystal-clear sound with exceptional depth and detail. Inside the XUV 3XO, this technology transforms every drive into a dynamic listening journey, placing passengers right at the heart of their music.

Expanding Dolby Atmos Across XUV 3XO Line-up

Alongside the REVX A, Dolby Atmos will also be available in the AX5L, AX7, and AX7L variants, all set to reach customers starting mid-September.

• The system uses a six-speaker setup tuned to the cabin architecture for optimal immersion.
• The AX7L variant goes a step further, adding a subwoofer for deeper bass and enhanced clarity, delivering a cinematic soundscape on the road.

Leaders Speak on the Innovation

R Velusamy, President – Automotive Business (Designate), Mahindra & Mahindra Ltd., said:
“With the XUV 3XO, we are proud to set a global first by introducing Dolby Atmos in a sub-₹12 lakh SUV. This milestone reflects our vision to democratise advanced technologies and make premium features accessible to more consumers. The XUV 3XO with Dolby Atmos redefines in-cabin audio, turning every journey into a truly immersive experience.”

Karan Grover, Senior Director, Commercial Partnerships – IMEA, Dolby Laboratories, added:
“We believe great sound should be available to everyone, everywhere. By bringing Dolby Atmos to the Mahindra XUV 3XO, we are making immersive entertainment more accessible, turning the cabin into a personalised concert on wheels for everyday drives.”

A New Benchmark in In-Car Entertainment

With Gaana streaming integrated into the infotainment system, XUV 3XO passengers can directly access Dolby Atmos Music, enjoying high-quality soundtracks on daily commutes or weekend getaways.

The XUV 3XO now becomes the fourth Mahindra vehicle line-up to feature Dolby Atmos, after the BE 6, XEV 9e Electric Origin SUVs, and the Thar ROXX, further establishing Mahindra as a pioneer in elevating the in-cabin entertainment experience in India.