Ather Energy, a prominent player in the electric two-wheeler market, is set to introduce an affordable electric scooter with a unique battery subscription model. This innovative approach aims to reduce the upfront cost for customers by offering the option to purchase the scooter without the battery. Instead, users can opt for a subscription plan or pay based on usage, making electric scooters more accessible to cost-conscious consumers.
The company’s chief business officer, Ravneet Phokela, confirmed that the upcoming electric scooter will feature the Battery-as-a-Service (BaaS) model. With batteries typically accounting for a significant portion of an EV’s total cost, this new subscription model is expected to position Ather competitively in the market, especially against rivals offering products priced below Rs 1 lakh.
Currently, Ather is the only major player in the electric two-wheeler segment without a model priced below Rs 1 lakh. By introducing the BaaS model, Ather aims to penetrate the market more effectively and cater to a broader customer base. This strategic move aligns with the company’s goal of expanding its retail footprint and diversifying its product range.
Moreover, Ather’s focus on advancing technology is evident in its plans to unveil a new EL platform and concept electric two-wheelers at the upcoming Ather Community Day. The company is also gearing up to launch next-generation fast-charging technology and an upgraded software stack, Ather Stack 7.0, designed to enhance charging speed and overall vehicle performance.
As the electric vehicle industry continues to evolve, Ather’s emphasis on Battery-as-a-Service reflects a broader trend in the market towards innovative ownership models and sustainable mobility solutions. By offering a more affordable and flexible approach to owning electric scooters, Ather is poised to attract a new segment of consumers seeking eco-friendly transportation options.
With the support of major investors like Hero MotoCorp, Ather Energy is well-positioned to drive growth and innovation in the electric two-wheeler market. The company’s commitment to expanding its retail presence and introducing cutting-edge technologies underscores its vision to lead the transition towards electric mobility in India.
In conclusion, Ather’s decision to introduce an affordable electric scooter with a battery subscription model signifies a strategic move to cater to evolving consumer preferences and market dynamics. By embracing innovative ownership models and advancing technological capabilities, Ather Energy is poised to make a significant impact in the electric vehicle landscape, setting the stage for a more sustainable and accessible future of mobility.
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