Ather: India’s electric scooter market is abuzz with activity, and one firm is set to make it even more stimulating. Ather, which is already famous for high-performance-focussed scooters, is developing an even cheaper model to lure price-sensitive customers. This new scooter might revolutionize the way individuals perceive budget-friendly EV choices in the nation.

Ather’s Existing Market Presence

Ather Energy has established a solid reputation with offerings such as the 450X and 450 Apex, which are popular for premium performance and intelligent features. But their cost has restrained sales. Observing the popularity of the more utility-oriented Rizta, which recently achieved one lakh sales with its ₹99,999 price tag, Ather is now on the cards to launch a model even lower than Rizta. This new product will try to attract more customers under the brand name of Ather and compete with Ola, Vida, and TVS lower-priced models.

New EL Series Details

Ather is creating this budget-friendly scooter with a new EL platform, which it is going to announce at Ather Community Day in 2025. Although Ather hasn’t shared much of the specifications, it is evident that the EL series will be aimed at budget shoppers. The scooter is likely to have simple features with a basic screen, fewer connected services, and fewer ride assist technologies to remain budget-friendly.

Fast Charging Support

Ather will also enhance its charging network with an improved version of its Ather Grid fast chargers. These are already capable of a speed of about 1.5 km of range per minute and shall be further enhanced. On the side, Ather will roll out its new software platform, Stack 7.0, to include more functionalities in its portfolio of Rizta, 450S, 450X, and 450 Apex. In the previous Stack 6.0, services like WhatsApp notifications, Alexa integration, live location, and Ping My Scooter were provided. The future release is expected to transcend these features to make the experience of riding even smarter.

Ather’s Future Plans

The strategy of the company is evident — provide a budget electric scooter that doesn’t feel so compromised but still holds its brand promise. Ola and TVS scooters competing in the market have attracted customers through their pricing, which Ather is now counterattacking with the new EL series. This should enable Ather to establish a stronger presence in the mass-market category.

Expected Launch

Ather has opted for its own event, Ather Community Day 2025, as the launch platform for the EL series. It indicates how much faith the brand has in its new budget scooter and future plans. By introducing fast charging, an affordable price, and easy features, the company aims to set a new benchmark in India’s electric scooter market.