According to a design patent filed by Ather Energy, the upcoming affordable scooter may be inspired by the EL01 concept
Ather Energy is adopting a different approach amid increasing competition in the electric two-wheeler market. The company does not want to join the race for lowest price, but wants to maintain its quality and brand value. Therefore she does not want to bring the price of her scooter below Rs 1 lakh. This decision is part of the company’s long-term thinking.
Company co-founder Tarun Mehta and his team believe that keeping the price too low can affect the quality of the product. Interestingly, the company’s current range is already close to this price. The Ather Rizta is priced a little above Rs 1 lakh, while the Ather 450S is also a little more expensive depending on the variant.
Due to this limited price range, it is difficult to make major changes in the price. Despite this, Ather is preparing a new scooter which will be a more affordable entry option for the customers. However, its price will also be kept above Rs 1 lakh. Good demand is being seen for models priced between Rs 1 lakh to Rs 1.3 lakh in the electric scooter market.
Models like TVS iQube, Ola S1 and Vida VX2 are quite popular in this segment. The upcoming Ather scooter will also focus on practicality and everyday use, just like the Rizta, which is currently the company’s best-selling model.
The company aims to add more and more customers without reducing its unique features like connected technology, software updates and good performance. Company official Prithvi Phokela has also said that keeping the price below Rs 1 lakh is not right according to their long term plans.
Ather also introduced its new EL platform last year, which has been designed with a modular design and can develop three different types of scooters. According to the design patent filed by the company, the upcoming affordable scooter could be inspired by the Ather EL01 and is likely to get two battery options, with a real-world range of around 95 km.
