In addition to expanding its presence to other cities across the country, Ather Energy is actively working on a more cheap electric scooter. The Bengaluru-based startup is also expected to offer the next scooter for roughly Rs. 1 lakh, which is comparable to ordinary 125cc petrol-powered automated scooters.
Ather now sells two models in India: the 450 Plus for Rs 1,18,000 and the 450X for Rs 1,38,000 (both prices ex-showroom), making them two of the most costly scooters available.
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Ravneet Phokela, Arther’s Chief Business Officer, said in a recent interview that the company is working on a third product based on the Ather 450 platform, which will be released in the first quarter of FY2023. They’re already working on a product that will be less expensive than the 450 Plus, and will fall into the same pricing bracket as the rest (e.g. Ola and Simple).
Furthermore, the company has yet to publish the design or mechanism information. Ather Energy did, however, register a patent for a new scooter design, which may or may not be the one that is released.
Furthermore, Mr Phokela remarked that if higher specifications equaled more sales, the TVS NTorq would win out over the Honda Activa, but the sales numbers show otherwise. Consumers buy into a brand’s bigger notion and what it stands for, he continued, which goes beyond its features.
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Model specifications are important because they provide a baseline, but it’s also about how the whole package fits together, how relevant they are to customers, the experience they have, the ride quality, and so on. As a result, rather than focusing on lowering the cost of existing items, the brand is emphasising the availability of new products at more competitive pricing.
