Mahindra XUV 7XO becomes India’s first vehicle to launch with Dolby Vision and Dolby Atmos support

Domestic SUV maker Mahindra and Mahindra Ltd. has announced that its upcoming XUV 7XO will be launched with Dolby Vision and Dolby Atmos for an improved in-car entertainment experience. The Mahindra XUV 7XO will also become India’s first vehicle to offer the combined Dolby Vision and Dolby Atmos experience. The company claims that improved colours and sharp details of Dolby Vision, combined with the spatial sound of Dolby Atmos, will bring consumers closer than ever to their favourite entertainment in the car.With Dolby Vision and Dolby Atmos, customers can experience entertainment to the full extent of the vehicles’ visual displays and sound systems. Mahindra XUV 7XO’s Dolby Atmos support promises to create a multidimensional soundscape that will place listeners at the centre of the action. With sound moving all around the cabin with clarity and depth, Dolby Atmos is expected to add emotional richness to music, movies, podcasts, and more. Together, Dolby Vision and Dolby Atmos promise best-in-class in-car entertainment.Consumers will be able to enjoy their favourite music in Dolby Atmos on Gaana, alongside movies and TV shows in Dolby Vision and Dolby Atmos on Sony LIV, which will be integrated directly into the in-car entertainment system. Sony LIV will offer instant access to its library of movies, original series, live sports, and TV content, making it the first OTT platform to be embedded at the system level in an Indian vehicle.As Mahindra continues to expand its global technology presence, the launch of the Mahindra XUV 7XO marks the next chapter in its collaboration with Dolby. Building on the introduction of Dolby Atmos across Mahindra’s SUV range: the BE6, XEV 9e, XEV 9S, the Thar ROXX, and the XUV 3XO, the Mahindra XUV 7XO brings Dolby Vision and Dolby Atmos together for the first time in an Indian car.Commenting on the partnership, Karan Grover, senior director of commercial partnerships, IMEA at Dolby Laboratories, said, “The launch of the Mahindra XUV 7XO marks a defining moment for automotive entertainment in India. By bringing Dolby Vision to cars for the first time in the country, alongside Dolby Atmos, we are redefining how people experience entertainment on the road. Together with Mahindra, we are transforming the car into an immersive entertainment space that delivers stunning visuals and spatial sound, making every moment inside the vehicle more engaging and memorable.”“The Mahindra XUV 7XO represents Mahindra’s vision of building future-ready vehicles that blend performance, technology, and immersive experiences. Introducing the Dolby Vision and Dolby Atmos combined experience to the car for the first time in India with the Mahindra XUV 7XO allows us to offer customers an in-cabin experience that is truly transformative. It is a significant step forward in how entertainment should be experienced inside a car, and it reflects our commitment to bringing global innovations to Indian consumers,” Nalinikanth Gollagunta, CEO of Automotive Division at Mahindra & Mahindra Ltd added.Meanwhile, Manish Aggarwal, Head of B2B & Syndication business at Sony LIV, said, “At Sony LIV, we have always been driven by a singular ambition - to elevate how audiences experience premium storytelling. With Dolby Vision and Dolby Atmos enabled content, we bring creators’ visions to life through breathtaking visuals and deeply immersive sound—enhancing every moment of drama, action, and emotion as it was meant to be experienced. Our pioneering in-car OTT integration with the Mahindra XUV 7XO marks a significant industry first, redefining where and how world-class entertainment can be enjoyed. This collaboration enables viewers to access and enjoy world-class entertainment seamlessly—anytime, anywhere, even on the move.”