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)
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Price Drop: Reduces upfront cost by 30% (Rizta from ₹75,999, 450X from ₹84,341 ex-showroom)
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Flex Plans: Pay-as-you-go from ₹1/km (48-month, 1,000km/month minimum)
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Perk: 1-year free fast charging at 3,300+ Ather Grid points
2. Upgraded Assured Buyback
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Resale Value: Guarantees 60% after 3 years, 50% after 4 years (km-driven basis)
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EV Market First: Addresses depreciation fears in evolving EV ecosystem
3. Extended Comprehensive Warranty
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Coverage: 5 years/60,000 km on battery + 11 critical components (motor, charger, dashboard)
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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