Ather Electric Scooter: Ather Energy is working on a new plan to expand its presence throughout India. Famous for its high-end electric scooters, the brand now wishes to welcome more price-conscious customers. A new cost-effective scooter is in the pipeline, in addition to a pricing strategy that may keep its scooters more affordable than ever.
Battery as a Service (BaaS) to Reduce Prices
Ather Energy is developing a new model known as Battery as a Service (BaaS). It will bring down the initial cost of electric scooters by as much as 40 percent. Rather than purchasing the battery, consumers will pay a subscription charge for the use of batteries. This will be a revolution for customers seeking an affordable EV alternative.
How the BaaS Option Will Work
Although the complete details of Ather’s BaaS strategy are yet to be revealed, initial reports indicate that it can be announced in a week’s time. The price mechanism may be a monthly subscription or per kilometre usage. The pay-as-you-go system will enable a majority to purchase an Ather scooter without having to spend much up front.
Ather’s Target and Expansion Plans
The firm is working on increasing its footing by scaling up its dealership network. Ather has a target to establish 750 stores in India by the end of this year. Currently, it already has about 350 stores throughout the country. This step will not only aid in improved service but also bring Ather nearer to industry players such as TVS and Ola Electric.
Tough Competition in Budget EV Market
With the planned price reduction, Ather scooters might be sold for less than ₹1 lakh. This will go straight up against others such as Bajaj, Ola, and TVS in the budget EV space. To complement this move, Ather is also developing a new scooter on its value-oriented ‘EL’ platform that is set to form the foundation of its affordable offerings.
Honda and Hero Already Offer BaaS
BaaS is new in India, but some brands have already taken the plunge. Honda has this feature available in its Activa Electric, and Hero MotoCorp rolled out its Vida VX2 electric scooter featuring BaaS on July 1. With Ather entering the fray, the EV market will probably become even more competitive and buyer-friendly.
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