Mahindra launches XUV 7XO as India's first vehicle with Dolby Vision and Dolby Atmos, redefining the future of in-car entertainment
Indian consumers can now experience world class in-car entertainment with Dolby Vision and Dolby Atmos through Sony LIV
Mumbai, India, February 3, 2026: Mahindra and Mahindra Ltd., India’s leading SUV manufacturer and Dolby Laboratories, Inc. (NYSE: DLB), a global leader in immersive entertainment experiences, announced the launch of the all-new Mahindra XUV 7XO with Dolby Vision® and Dolby Atmos®. Setting a new benchmark for in-car entertainment, Mahindra XUV 7XO is India’s first vehicle that offers the Dolby Vision and Dolby Atmos combined experience. The mesmerizing colours, and sharp details of Dolby Vision combined with the transformative, spatial sound of Dolby Atmos will bring consumers closer than ever to their favourite entertainment in the car, to see more, hear more, and feel each moment more deeply.
With Dolby Vision and Dolby Atmos, consumers will be able to experience entertainment with the full capabilities of the vehicles’ visual displays and sound system. Complementing the visual experience, the Mahindra XUV 7XO also features Dolby Atmos, creating a multidimensional soundscape that places listeners at the centre of the action. With sound moving all around the cabin with clarity and depth, Dolby Atmos adds emotional richness to music, movies, podcasts, and more. Together, Dolby Vision and Dolby Atmos deliver best-in-class in-car entertainment on wheels.
Consumers will be able to enjoy their favourite music in Dolby Atmos through Gaana, alongside a growing catalogue of movies and TV shows in Dolby Vision and Dolby Atmos through Sony LIV, integrated directly into the in-car entertainment system. Seamlessly embedded natively in the vehicle, Sony LIV offers instant access to its extensive library of movies, original series, live sports, and television content, making it the first OTT platform to be embedded at the system level in an Indian vehicle.
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.”
As Mahindra continues to expand its futuristic technology presence across global automotive landscape, the launch of the Mahindra XUV 7XO marks the next chapter in its growing collaboration with Dolby. Building on the introduction of Dolby Atmos across Mahindra’s SUV range - BE6, XEV 9e, XEV 9S, the Thar ROXX, and the XUV 3XO, Mahindra XUV 7XO brings Dolby Vision and Dolby Atmos together for the first time in an Indian car, representing the beginning of a new era of in-car entertainment powered by Dolby’s cutting-edge sight and sound innovations loved by creators and consumers all around the world.
Founded in 1945, the Mahindra Group is one of the largest and most admired multinational federation of companies with 324000 employees in over 100 countries. It enjoys a leadership position in farm equipment, utility SUVs, information technology and financial services in India and is the world’s largest tractor company by volume. It has a strong presence in renewable energy, agriculture, logistics, hospitality, and real estate.