Ather Energy, India’s premium electric scooter maker, has launched a strategic triple-play to accelerate EV adoption by addressing cost, resale, and maintenance concerns. The Bengaluru-based startup unveiled:

1. Battery-as-a-Service (BaaS)

  • Price Drop: Reduces upfront cost by 30% (Rizta from ₹75,999, 450X from ₹84,341 ex-showroom)

  • Flex Plans: Pay-as-you-go from ₹1/km (48-month, 1,000km/month minimum)

  • Perk: 1-year free fast charging at 3,300+ Ather Grid points

2. Upgraded Assured Buyback

  • Resale Value: Guarantees 60% after 3 years, 50% after 4 years (km-driven basis)

  • EV Market First: Addresses depreciation fears in evolving EV ecosystem

3. Extended Comprehensive Warranty

  • Coverage: 5 years/60,000 km on battery + 11 critical components (motor, charger, dashboard)

  • Target: AtherStack Pro subscribers

Strategic Impact:
“These initiatives dismantle the three biggest mental barriers to EV adoption,” said Ravneet S Phokela, CBO, Ather Energy. “We’re making EVs financially accessible while ensuring long-term ownership confidence.”

Market Context:
The moves come as India’s EV two-wheeler segment grows 34% YoY (Q1 2025), with Ather holding 18% market share in premium e-scooters. Competitors like Ola Electric and TVS are expected to respond with similar programs.

Pro Tip: BaaS customers should calculate annual mileage to optimize battery subscription costs versus outright purchase.

Will these initiatives sway your EV purchase decision? Share your thoughts in comments. 🚀 #AtherEnergy #EVRevolution