DRIVE TO THRIVE

Every car nut or audiophile was bombarded on social media with the born-electric Mahindra twins recently. But what actually went behind making the BE6 and XEV 9e the segment leaders in in-car entertainment, even before their launch? We speak to Mr. Ashim Mathur, Vice President, Marketing - APAC, Dolby Laboratories and dig beneath the gloss…

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What were the key factors that made Mahindra a suitable partner for bringing Dolby Atmos to the Indian automotive market?

At Dolby, we are constantly working towards creating a seamless experience so consumers can enjoy immersive entertainment wherever they go. Globally, Dolby Atmos for Cars has been embraced through partnerships with over 20 automakers. Mahindra is the first Indian automaker to offer Dolby Atmos in its vehicles and we wanted to tap the unlimited potential of the Mahindra BE 6 and XEV 9e that would transform the entertainment experience that Dolby Atmos can provide in the Indian automobiles. Dolby Atmos paired with a 16 Harman Kardon speaker system, the in-cabin audio experience is elevated to an entirely new level, delivering an unparalleled auditory journey. This innovation leverages the quietness of electric vehicles to enhance sound clarity and immersion, offering customers a truly unique and transformative experience. With this partnership, we are setting a new standard for in-car entertainment and redefining the Indian automotive landscape.

How does this partnership with Mahindra set a precedent for other OEMs considering implementing immersive audio technologies in their vehicles?

This collaboration highlights how premium audio can be seamlessly integrated into electric vehicles beyond the realm of high-end luxury models. We are committed to broadening the reach of Dolby Atmos, aiming to expand its presence across a wider range of vehicles and redefining the in-car experience for every customer.