Mahindra revolutionises in-car entertainment
Mahindra Collaborates with AR Rahman and 15 times Grammy and 1 Latin Grammy Award winner, renowned sound recording engineer Richard King to Unveil India’s Most Immersive In-Car Audio System
Mahindra & Mahindra has revolutionised in-car entertainment with the launch of the ‘Sonic Studio Experience by Mahindra,’ a groundbreaking audio platform that sets new benchmarks for immersive in-cabin audio systems. This advanced setup, introduced on the BE 6e and XEV 9e Electric Origin SUVs, is poised to redefine automotive acoustics in India.
At the heart of this innovation is a state-of-the-art 1,400-watt Harman Kardon system featuring 16 speakers, enhanced by Dolby Atmos technology for unparalleled sound clarity and separation that immerses passengers in a three-dimensional audio experience . Mahindra becomes the first Indian original equipment manufacturer (OEM) to integrate Dolby Atmos into an in-car audio system, demonstrating its commitment to pushing the boundaries of automotive technology.
A Collaborative Masterpiece
What truly distinguishes the Sonic Studio Experience is the collaboration with two legends in the music industry: AR Rahman, a Padma Bhushan and Academy Award-winning music maestro, and Richard King, a 15-time Grammy and 1 Latin Grammy Award-winning sound engineer. Together, they brought their creative genius to provide a bespoke sound environment.
Rahman curated the SonicSuite of delight sounds and experience modes—’Calm,’ ‘Cozy,’ and ‘Club’—along with finely tuned chimes and acoustic alerts, all aimed at elevating the in-cabin ambiance . According to Rahman, “My goal was to design sounds that not only enhance the driving experience but also complement the journey, making it uniquely enjoyable”.
Richard King, leveraging his vast expertise in recording studio-quality sound, refined the Harman Kardon system to create an acoustic experience akin to being in a world-class recording studio. King emphasized the painstaking effort that went into perfecting the audio for the SUVs, ensuring depth, precision, and complete immersion for passengers.
Beyond Traditional Audio: VenueScapes Live
Taking the innovation even further, Mahindra’s Sonic Studio introduces VenueScapes Live, a pioneering feature by Harman Kardon that replicates the acoustics of iconic global concert venues. Passengers can experience the ambiance of famed locations such as Mumbai’s Royal Opera House, Boston Symphony Hall, and Wembley Stadium, all while seated in the cabin . The system amplifies the immersion by incorporating passengers’ singing, whistling, or casual conversations, integrating them seamlessly into the soundscape through advanced microphone and algorithmic processing.
Flawless Audio for Every Passenger
The Harman Kardon setup was meticulously engineered in collaboration with Mahindra’s team to ensure a consistent audio quality tailored to every seat. Rigorous evaluations refined the system’s ability to adapt to external noise and road conditions, delivering clarity, depth, and an elevated listening experience across all journeys . This innovation positions Mahindra’s BE 6e and XEV 9e as benchmarks in the electric SUV segment, offering unparalleled in-cabin entertainment for audiophiles and casual listeners alike.
Commitment to Pioneering Experiences
R Velusamy, President of Automotive Product Development at Mahindra, remarked, “With Sonic Studio Experience by Mahindra, we have redefined what in-cabin sound can be, blending cutting-edge technology with artistic brilliance by partnering with legends like AR Rahman, Richard King, Harman Kardon, and Dolby. This is a testament to our commitment to providing not just vehicles, but transformative experiences”.
This cutting-edge system is one of many initiatives by Mahindra Group, a global leader with expertise spanning automotive, electric vehicles, renewable energy, and beyond.
