As music lovers, we Indians cherish every moment spent on the road. That’s why the launch of Dolby Atmos in cars is so exciting. Ashim Mathur, the Vice-President of Marketing for APAC at Dolby Laboratories, shares his thoughts on this innovation.
After making waves in theaters a decade ago, Dolby Atmos is now making its way into vehicles, including Mahindra models in India. The Li MEGA was the first car to feature Dolby Atmos, equipped with three OLED screens and a powerful sound system. Now, Mahindra is set to offer Dolby Atmos in its electric SUVs, the BE 6 and XEV 9e, streaming immersive content through services like Gana.
Mathur explains that Dolby Atmos enhances the audio experience by allowing sound to move dynamically within the car. Each Mahindra vehicle will have up to 16 speakers, optimizing sound for every passenger. He also notes the importance of diverse content. With various tracks available in multiple languages, Dolby is well-positioned to capture the Indian market’s interest.
To create the best audio experience, Dolby collaborates with car manufacturers to optimize speaker placement and tuning. Every car is different, and Dolby ensures each system is tailored to provide the best sound possible. Mathur emphasizes that as more electric vehicles hit the market, the conversation around in-car entertainment is changing. Cars are evolving into multifunctional devices, much like smartphones, making entertainment a priority for drivers and passengers alike.
Mathur is optimistic about collaborations with other Indian brands as the market expands. Dolby’s technology is not limited to new vehicles. At CES 2025, Pioneer showcased a system that could add Dolby Atmos and Spatial Audio to many existing car models. This innovation could make high-quality audio available to a broader audience.
Looking ahead, Mathur sees a significant opportunity to reach more consumers. With a growing number of devices and smartphones supporting Dolby Vision and Atmos, these technologies are poised for widespread adoption. Dolby’s commitment to improving audio experiences continues, aiming to tap into the potential of millions of devices yet to be utilized.
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