Mahindra XUV 3XO Becomes India's Most Affordable Car To Feature Dolby ATMOS Sound

A First in the Compact SUV Segment

Mahindra & Mahindra has introduced Dolby Atmos sound technology in its compact SUV, the XUV 3XO, becoming the first carmaker in the world to offer this premium audio feature in a vehicle priced under Rs 12 lakh. The technology debuts in the newly launched REVX A variant, which is priced at Rs 11.79 lakh, and is also available in higher variants such as the AX5 L, AX7, and AX7 L.

By making immersive audio accessible in this price segment, Mahindra has taken a step that could alter how compact SUVs are perceived in terms of features and value. Until now, such technologies were largely confined to premium or luxury cars, well beyond the budget of most compact SUV buyers.

How Dolby Atmos Works in the XUV 3XO

Dolby Atmos is designed to create a three-dimensional sound experience, using height channels that add depth and realism to the audio output. In the XUV 3XO, the feature works through a six-speaker setup across the equipped variants. The top-spec AX7 L trim additionally gets a subwoofer, which enhances bass performance and sound clarity.

The integration is not just limited to hardware. Mahindra has paired this audio system with the inbuilt Gaana music streaming platform on the XUV 3XO’s infotainment unit. This ensures that users can access a wide library of Dolby Atmos-supported tracks directly from their vehicle, maximising the benefit of the hardware and software package.

While sound quality has traditionally been a secondary factor for compact SUV buyers compared with aspects like mileage or boot space, the rising popularity of in-car entertainment has turned it into a meaningful differentiator. Mahindra’s move reflects this shift in consumer expectations.

Positioning and Practicality of the REVX A Variant

The REVX A variant holds particular importance in Mahindra’s pricing strategy. Positioned below Rs 12 lakh, it offers access to Dolby Atmos technology without requiring buyers to spend significantly more on the higher-end variants. This places premium audio within the reach of a broader set of customers.

Apart from the audio upgrade, the REVX A comes powered by a 1.2-litre turbo-petrol engine that delivers a claimed 20.1 kmpl, balancing performance with efficiency. Measuring 3,990 mm in length and offering a boot capacity of 364 litres, the SUV continues to serve the practical needs of compact SUV buyers. In this sense, the addition of Dolby Atmos is a feature that enhances the package rather than replacing the traditional strengths of the vehicle.

The compact SUV segment is one of the most competitive in India, with strong contenders such as the Maruti Suzuki Brezza, Hyundai Venue, Kia Sonet, and Tata Nexon. By adding an element of distinction through sound technology, Mahindra is seeking to create a new selling point in a crowded market.

Dolby Atmos Going Mainstream?

The wider rollout of the Dolby Atmos-equipped variants will begin in mid-September. This gives prospective buyers a chance to compare the feature directly against the offerings from rivals, few of which currently provide such audio enhancements in this price range.

Mahindra has already introduced Dolby Atmos in some of its larger vehicles such as the BE 6, the XEV 9e electric SUVs, and the recently launched Thar Roxx. Bringing the same technology into the compact SUV space shows an intent to standardise premium features across different price levels.

This development could also push other automakers to reconsider how they allocate features across their product portfolios. If Mahindra’s strategy finds acceptance among customers, rival carmakers may need to respond by offering similar audio upgrades or other premium features in their sub-12 lakh models.

Tata Motors already offers Dolby ATMOS on the recently launched Harrier.EV. This could ultimately lead to a more competitive market where buyers stand to gain access to higher-quality features without significant increases in cost.