Mahindra has raised the bar in the compact SUV segment by introducing Dolby Atmos immersive audio in its newly launched XUV 3XO REVX A variant.
Priced under Rs 12 lakh (ex-showroom), it becomes the world’s first SUV in this price bracket to offer the premium audio technology, previously reserved for high-end models.
The announcement was made in collaboration with Dolby Laboratories, the global leader in immersive entertainment experiences. With this move, Mahindra aims to democratise advanced in-car entertainment, making cutting-edge audio accessible to a wider set of Indian consumers.
Dolby Atmos: Cinema-grade sound on the road
Originally developed for theatres, Dolby Atmos has revolutionised the way sound is experienced, offering clarity, depth, and spatial detail that traditional stereo cannot match. In cars, it transforms the cabin into a dynamic soundstage, immersing passengers in music and enhancing every journey, whether it’s a daily commute or a long road trip.
The XUV 3XO integrates this system through a six-speaker audio setup, carefully tuned for the SUV’s cabin architecture. Higher variants take it a step further, the AX7L variant adds a subwoofer for deeper bass and greater sound clarity, creating a cinema-like listening environment on wheels.
Available across four variants
Dolby Atmos will be offered in four trims of the XUV 3XO: REVX A, AX5L, AX7, and AX7L. Deliveries for these variants will begin in mid-September 2025.
R Velusamy, President, Automotive Business (Designate), Mahindra & Mahindra Ltd, said, “At Mahindra, we are driven by the vision of democratising advanced innovations to make them accessible to a wider range of customers. With the XUV 3XO, we are proud to set a significant milestone by introducing Dolby Atmos starting with the sub 12 Lakh SUV – XUV 3XO REVX A-a global first that redefines in-cabin audio with immersive sound for a larger group of general consumers, transforming every journey. By bringing premium features like Dolby Atmos to the XUV 3XO, we aim to connect with the evolving aspirations of today’s SUV buyers.”
Karan Grover, Senior Director, Commercial Partnerships, IMEA, Dolby Laboratories, added, “We believe great sound should be available to everyone, everywhere. With the Mahindra XUV 3XO, we are proud to bring Dolby Atmos to a larger set of Indian consumers, making immersive in-car entertainment more accessible than ever before. By turning the cabin into a personalized concert on wheels, we’re transforming how people experience their everyday drive. This is a significant moment in our journey as we continue to push boundaries of in-cabin entertainment and deliver that amazing experience to more consumers.”
Streaming support
The SUV also integrates Gaana streaming services directly into its infotainment system, allowing users to enjoy Dolby Atmos Music seamlessly on the go.
Fourth Mahindra Model Line with Dolby Atmos
The XUV 3XO is now the fourth Mahindra vehicle series to feature Dolby Atmos, after the BE 6 and XEV 9e electric SUVs and the recently introduced Thar ROXX.