Mahindra recently launched the Mahindra XUV 7XO, marking a significant milestone in the Indian automotive sector. Developed in collaboration with Dolby Laboratories, the XUV 7XO is the first vehicle in India to offer the combined integration of Dolby Vision and Dolby Atmos, aiming to set a new standard for in-car entertainment.
A First for the Indian Automotive Market
The XUV 7XO builds on the company’s existing implementation of Dolby Atmos in models such as the BE6, XEV 9e, XEV 9S, Thar ROXX, and XUV 3XO. By adding Dolby Vision to the suite, the XUV 7XO provides a dual-sensory experience:
- Dolby Vision: Enhances visual output with higher brightness, contrast, and a wider color gamut, designed to utilize the full capabilities of the vehicle’s onboard displays.
- Dolby Atmos: Creates a spatial, multidimensional soundscape. By moving audio throughout the cabin with increased clarity and depth, the system is designed to place passengers at the center of the entertainment experience.
Native Content Integration and Partnerships
To ensure consumers can immediately utilize these hardware capabilities, Mahindra has integrated leading content platforms directly into the vehicle’s system architecture.
| Platform | Role | Content Type |
| Sony LIV | System-Level Integration | Movies, original series, live sports, and TV shows in Dolby Vision and Atmos. |
| Gaana | Integrated Music Service | High-fidelity music catalog optimized for Dolby Atmos. |
Notably, Sony LIV becomes the first Over-the-Top (OTT) platform to be embedded natively at the system level in an Indian vehicle, allowing for a seamless user interface without the need for external devices.
Strategic Expansion of Automotive Technology
The launch of the XUV 7XO is part of Mahindra’s broader strategy to expand its “futuristic technology” presence. By leveraging Dolby’s sight and sound innovations—technologies widely adopted by global content creators—Mahindra seeks to bridge the gap between home theater experiences and mobile environments.
As the automotive landscape shifts toward software-defined vehicles and enhanced cabin experiences, this partnership highlights a growing trend of prioritizing high-fidelity digital infrastructure alongside traditional mechanical performance.
Commenting on this, Karan Grover, Senior Director, Commercial Partnerships, IMEA, 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.
Nalinikanth Gollagunta, CEO, Automotive Division, Mahindra & Mahindra Ltd., said:
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.:
Manish Aggarwal, Head B2B & Syndication business, 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.