Ather Energy, a prominent player in India’s electric two-wheeler market, is gearing up for significant expansion and innovation. With a current market share of 13%, the company has unveiled ambitious plans to increase its dominance and market appeal.
Ather’s primary objectives include boosting its market share to 30% by 2025, making it a formidable force in India’s electric vehicle (EV) sector. This impressive goal is set in a market where it faces competition from established names like Ola.
Notably, Ather Energy isn’t solely focusing on electric scooters; it’s also set to venture into the electric motorcycle segment by 2027. While details are scarce, this move signals Ather’s intent to diversify its EV offerings.
Recent releases from Ather, the Ather 450s and Ather 450X, have contributed significantly to the company’s success. These electric scooters are known for their exceptional performance, giving Ather a remarkable 75% market share in the performance-focused scooter category.
However, Ather Energy recognizes the potential beyond performance scooters. The company plans to tap into a broader segment of the market, aiming for a 10-15% increase in market share as they introduce more versatile electric scooters.
Ather also hinted at establishing a new production platform, promising a new product before the upcoming festive season. While the Ather 450X remains their performance flagship, two different products are in the pipeline.
In terms of design, Ather is shifting towards a more conventional and family-oriented approach, making electric scooters suitable for all ages and genders. This strategy aims to expand their customer base and appeal to a wider audience.
Ather Energy’s long-term vision includes an extensive retail network expansion, targeting 200 outlets in 120 Indian cities by the next March. Their products have garnered unexpected success even in Tier-2 and Tier-3 towns, leading them to adopt a franchise model to accelerate their distribution strategies.
As the competition in India’s electric two-wheeler segment intensifies, it remains to be seen which brand will emerge as the leader. Ather Energy’s strategic initiatives and commitment to innovation position them as a formidable contender in this burgeoning market.