Tata Does A Mahindra: Equips Harrier.EV With Rich Dolby ATMOS Sound
Tata Motors has taken a leaf out of Mahindra’s tech-first playbook by equipping its upcoming Harrier.EV with Dolby ATMOS, marking a new phase in how carmakers approach in-cabin entertainment. While Mahindra had first moved the needle with the XUV700’s 3D surround audio, Tata’s move stands out for its simplicity and speed. The brand has managed to integrate Dolby ATMOS into the Harrier.EV’s infotainment system without reworking the car’s entire audio hardware. That’s because ATMOS, at its core, is software, and this tech shift could soon change how everyday cars sound.
A Software Tweak That Adds Premiumness
What makes this move so interesting is how little it demands in terms of hardware. Dolby ATMOS is designed to create a 360-degree spatial soundstage, traditionally used in cinemas and high-end home setups.
But in the car, it doesn't necessarily require expensive speaker upgrades or exotic wiring. The Harrier.EV uses a 10-speaker JBL system with an amplifier, and the addition of Dolby ATMOS allows this same setup to sound significantly richer, more immersive and spatial. It’s not about louder music, but about how the sound wraps around you, making even regular streaming tracks come alive.
It’s the kind of improvement that looks small on the spec sheet but can leave a strong impression during a test drive. For music lovers and tech-savvy drivers, this could be a genuine draw. And because it’s software-based, it can be added to existing systems with minimal engineering effort. That’s likely how Tata pulled it off so quickly.
Why This Matters: From Flagship To Future
This could be the start of a wider trend. Until now, sound quality in most mainstream cars was limited by speaker quality and cabin acoustics. Carmakers like Mahindra and Tata have now shown that smart software can elevate the experience without overhauling the hardware. It also opens the door for over-the-air updates and optional upgrades for customers who want more from their infotainment without changing their car.
For Tata, this isn’t just about the Harrier.EV. The company is signalling that its new-gen EVs will not only be about range and features but also about elevating the overall driving experience. That includes things like cabin tech, connected features and, increasingly, audio quality. With ATMOS now on the list, future models like the Curvv EV and Sierra EV could benefit from similar enhancements.
Familiar Hardware, New Capabilities
The JBL sound system in the Harrier.EV isn’t new in itself. Variants of it already exist in the diesel Harrier and Safari. But what’s changed is the digital layer on top. With ATMOS enabled, the system can now process spatial audio formats, providing better directional cues and layered sound. This works well not just for music but also for podcasts, navigation cues, and even warning tones. It’s part of a shift in how infotainment is becoming central to the car experience.
Moreover, Tata’s move to use Dolby ATMOS also shows a maturing understanding of customer expectations. Buyers of premium EVs are not just looking at torque figures and battery size. They want their cars to feel like a tech-rich space, an extension of their home or smartphone. Better sound quality is a low-hanging fruit in this regard, and Tata has plucked it just in time.
A Win-Win For Both Carmaker And Customer
What makes this decision even smarter is its efficiency. Upgrading to Dolby ATMOS is cost-effective for the manufacturer and instantly impressive for the customer. It’s the kind of value addition that enhances perception, improves the in-cabin experience, and doesn’t break the price barrier. Given how quickly Tata integrated this into the Harrier.EV, don’t be surprised if similar upgrades reach ICE models and smaller EVs in the lineup.
As EVs grow in popularity and technology continues to play a starring role, enhancements like Dolby ATMOS may become standard rather than standout features. For now, though, Tata’s move puts the Harrier.EV on a stronger footing, not just as an electric SUV with range and presence, but one that sounds seriously good on the inside too.