Mahindra Thar ROXX Gets A BIG Audio Upgrade
Mahindra’s Thar Roxx, already a favourite for off-road enthusiasts, has taken an unexpected detour into premium in-car entertainment. The AX7L variant now boasts a Dolby Atmos-powered audio system, marking the first global integration of this immersive technology in a 4-channel SUV setup. This move signals Mahindra’s push to blend rugged capability with urban sophistication, targeting drivers who want their playlists to match their adventurous spirit. As mentioned above, the Thar Roxx received an overwhelming response from buyers resulting in longer waiting periods. In order to resolve this issue, Mahindra has ramped up the production of the Thar Roxx SUV.
Breaking New Ground in Car Audio
Dolby Atmos, known for its three-dimensional sound in cinemas and smartphones, uses a 9-speaker Harman Kardon setup in the Thar Roxx. Roof-mounted rear speakers and a subwoofer create a dynamic soundscape, letting passengers hear instruments from distinct directions, a guitarist strumming near the left door or drums echoing from the rear. The system adapts to road noise and vibrations, a crucial feature for India’s mixed terrain, and integrates Gaana streaming for direct access to Dolby Atmos-tuned tracks.
From Off-Road Warrior to Urban Companion
The Thar Roxx’s evolution reflects shifting consumer demands. Improved sound insulation and a focus on cabin comfort position it as a lifestyle SUV, not just a weekend adventurer. Owners on forums like Reddit and Team-BHP applaud its "excellent sound deadening," though some lament the subwoofer’s intrusion into boot space.
The AX7L variant’s ₹25 lakh+ price tag places it in direct competition with premium SUVs that offer more creature comforts, yet its 4x4 capability and bold styling maintain its off-road appeal.
Strategic Moves in a Competitive Market
Mahindra’s Dolby Atmos play taps into India’s growing appetite for premium in-car tech. With 65% of Thar buyers opting for top variants, the brand is doubling down on features that justify its premium positioning.
While rivals like the Hyundai Creta and Tata Safari offer upgraded audio, none match Dolby’s cinematic reputation. Production hikes have reduced waiting periods to 3-4 weeks, with dealers reporting interest from urban professionals seeking a dual-purpose vehicle.
Mahindra Thar Roxx: Blending Adventure with Mainstream Appeal
Launched in September 2024, the Mahindra Thar Roxx has redefined the off-road SUV segment by combining rugged capability with urban practicality. As the five-door sibling to the iconic three-door Thar, it features a 2.0-litre turbo-petrol and 2.2-litre diesel engine, paired with manual or automatic transmissions.
Priced between ₹12.99 lakh and ₹23.09 lakh, the Roxx targets urban families and adventure enthusiasts alike with features like a panoramic sunroof, ventilated seats, and a 9-speaker Harman Kardon audio system. Its 4th-generation ladder-frame chassis and electric power steering improve on-road comfort while retaining off-road prowess.
Sales Surge and Market Impact
The Thar Roxx has been a sales accelerator for Mahindra, contributing 45% of the Thar brand’s record 84,834 units sold in FY2025. Within six months of launch, it averaged 6,431 monthly sales, outpacing the three-door Thar’s 3,853 units.
By April 2025, combined Thar and Roxx sales hit 10,703 units - a 74% year-on-year jump - with diesel variants dominating at 10,040 units. This performance helped the Thar series cross 250,000 cumulative sales since 2020, accounting for 15% of Mahindra’s total SUV sales.
Shifting Consumer Preferences
The Roxx’s success underscores a shift toward lifestyle-oriented SUVs. Its extended wheelbase (2,850 mm) and five-door design appeal to urban buyers seeking daily usability, while features like Level 2 ADAS and a 360-degree camera enhance safety. Production capacity has scaled to over 9,000 units monthly to meet demand, with waiting periods stretching up to 18 months in some regions.
Competitive Edge
The Roxx outperforms rivals like the Maruti Jimny due to its robust diesel engines, superior ground clearance (235 mm), and balanced design. Mahindra’s strategic updates, including the May 2025 addition of a Dolby Atmos audio system in the AX7L variant, reinforce its premium positioning. As the brand phases out the three-door Thar’s convertible variants and plans a 2026 facelift, the Roxx solidifies Mahindra’s dominance in India’s growing lifestyle SUV market.