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Going by a design patent filed by Ather Energy, we can expect the upcoming affordable scooter to draw inspiration from the EL01 concept
As competition heats up in the electric two-wheeler segment, Ather Energy is taking a different route to capitalise on the masses. Instead of engaging in aggressive price wars, the company is sticking to protect brand value by maintaining quality and avoiding the dip below Rs. 1 lakh threshold. It stems from a broader strategic view within the company.
Tarun Mehta and the leadership team have consistently maintained that going too low on pricing could dilute product standards. Interestingly, the current lineup already sits close to this boundary. The Ather Rizta is priced just above Rs. 1 lakh while the Ather 450S occupies a slightly higher bracket depending on the variant and offers available.
The tight pricing band leaves minimal scope for any drastic downward repositioning. Despite that, Ather is working on a new scooter that will act as a more accessible entry point into its portfolio. While it will be relatively more affordable than existing options, it will still remain above the Rs. 1 lakh bracket.
Also Read: Ather Introduces Official Offers Of Up To Rs. 20,000 On Rizta & 450 Series
The zero-emission EV space has witnessed good chunk of volumes for products priced between Rs. 1 lakh and Rs. 1.3 lakh as TVS iQube and Orbiter, Ola S1 series and Hero MotoCorp’s Vida VX2 range are some of the go-to models currently. From a product perspective, the upcoming Ather EV is expected to focus on practicality and everyday usability just as the Rizta which is its current top-selling model.
The idea is to attract a wider set of consumers without compromising on the brand’s strengths such as connected features, software updates and good performance. The company’s position has also been reiterated by Prithvi Phokela who has indicated that sub-Rs. 1 lakh pricing does not go well with Ather’s long term product planning direction.
Also Read: Ather Rizta Reaches 2 Lakh Sales Milestone In Just 20 Months
Ather showcased its new EL platform last year. It has been designed to be modular in nature and give rise to three different types of scooters. Going by a design patent filed by the Bengaluru-based company, we can expect the forthcoming affordable scooter to draw inspiration from the EL01 concept and it will likely get two battery options with real-world range possibly close to 95 km.
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