Spearheaded by supportive subsidies from both state and central governments, the electric two-wheeler sector has experienced substantial growth in recent years. Ather, a prominent player in this domain competes with other leading brands like Ola Electric, TVS, and Bajaj. Marking a significant achievement, Ather recently celebrated the production of its 200,000th scooter from its manufacturing facility.
Ather's Journey: 100k to 200k in 11 Months
Ather made its mark with the launch of the 450X and 450 Plus in January 2020. The company reached the 100,000 milestone in January 2023 showcasing impressive growth despite the challenges posed by the pandemic. The resilience of the electric two-wheeler market is evident, with Ather achieving the production milestone of 200,000 units and this accomplishment serves as a fitting conclusion to the current year instilling motivation and confidence as Ather sets its sights on newer milestones in 2024.
Ather's Current Portfolio and Market Strategy
Ather's current portfolio includes the 450X and 450S electric scooters. The 450S, positioned as the more affordable option, is available at a starting price of Rs 1,29,999 in Bengaluru. Launched in August of this year, it has provided Ather with a competitive edge by catering to a broader customer base.
The 450S boasts a certified range of 115 km, with a true range of 90 km. Its top speed is capped at 90 km/h, and it can accelerate from 0 to 40 km/h in just 3.9 seconds. Loaded with tech features such as park assist, auto hold, side stand sensor, auto indicator cut-off, incognito mode, and guide-me-home light the 450S offers a comprehensive riding experience.
On the premium end, Ather offers the 450X, available with battery options of 2.9 kWh and 3.7 kWh. Priced starting at Rs 1.38 lakh and Rs 1.45 lakh, respectively, in Bengaluru, the 450X provides a certified range of 111 km and 150 km. True range stands at 90 km and 110 km. Both variants of the 450X are equipped with a 7-inch TFT touchscreen and a safety kit featuring emergency stop signal (ESS), fall-safe technology, and dual disc brakes. Connectivity features are seamlessly integrated via the Ather smartphone app.
Ather's Foray into the Premium Segment: Ather 450 Apex
Looking to further expand its footprint, Ather is gearing up to launch its flagship model, the Ather 450 Apex electric scooter. Currently open for pre-orders with a refundable token amount of Rs 2,500, the 450 Apex promises a host of new experiences through multiple upgrades and innovations. This move is likely in response to competitors like the Ola S1 Pro Gen 2 offering a larger battery capacity, more power, and a higher top speed. Ather's 450 Apex aims to surpass these offerings with enhanced features and performance.
One notable upgrade for the Ather 450 Apex could be an advanced regenerative braking system, promising not only improved braking performance but also an extended range. In terms of aesthetics, the 450 Apex is set to feature transparent side panels, reminiscent of the experimental design seen in the 2020 Collector’s Edition with translucent side panels. Positioned as a premium offering the Ather 450 Apex is poised to cater to a niche customer base.
Conclusion
Ather's journey encapsulates the spirit of innovation, resilience, and a relentless pursuit of excellence. The electric two-wheeler market in India is not just witnessing growth; it's evolving, and Ather is at the forefront of this evolution. As the brand continues to redefine urban commuting the stories of its scooters rolling off the production line are not just stories of numbers they are stories of a transformative journey in the era of electric mobility.