Key highlights
- Mahindra XUV 3XO REVX A becomes the world’s first SUV under INR 12 lakh to feature Dolby Atmos.
- Dolby Atmos is available across four variants of the 3XO: REVX A, AX5L, AX7, and AX7L.
- System tuned with a six-speaker setup, with the AX7L getting an additional subwoofer.
Mahindra and Dolby Laboratories have teamed up to bring immersive audio to the mass market, starting with the XUV 3XO REVX A. Priced under INR 12 lakh (ex-showroom), the SUV is the first in the world at this price point to feature Dolby Atmos, a technology originally developed for cinemas and later adapted for music and in-car entertainment.
What does Dolby Atmos bring?
Dolby Atmos takes conventional stereo sound and expands it into a 3D space. Passengers can expect richer detail, deeper clarity, and a more engaging listening experience. The XUV 3XO cabin has been tuned to complement the system, with a six-speaker setup standard on most variants. The AX7L gets an extra subwoofer for added bass punch.
3XO variants with Dolby Atmos
The immersive audio experience won’t be limited to the REVX A alone. Mahindra will also offer Dolby Atmos on the AX5L, AX7, and AX7L trims. Deliveries for these models are set to begin mid-September. Integration with Gaana streaming ensures that users can access Dolby Atmos Music directly from the infotainment system.
Competitors and Context
The XUV 3XO already battles models like the Hyundai Venue, Kia Sonet, and Tata Nexon in the sub-compact SUV segment. None of these currently offer Dolby Atmos, making Mahindra’s move a first in this competitive category. While rivals highlight features like connected tech, panoramic sunroofs, and ADAS, Mahindra has positioned in-cabin audio as a key differentiator that to with a mid-spec variant.
Broader Strategy
This is not Mahindra’s first experiment with Dolby Atmos. The BE 6, XEV 9e, and Thar ROXX already feature it, but the 3XO makes the tech far more accessible. The push aligns with Mahindra’s strategy of “democratising” premium features across its portfolio.
Also read: Check out the futuristic interiors of the Mahindra Vision S
