Ather

Ather 450XAther Energy festive promotions: Rs 25,000 in Perks for Scooters
Special festive promotions have been announced for Ather’s popular scooters, 450X and 450 Apex. These incentives aim to enhance customer value while promoting electric mobility. Significant benefits accompany these offers, amounting to a total value of Rs 25,000 for both models.
A key component of the festive offers includes extended battery warranty of eight years. This warranty makes a push for Ather Energy’s commitment to product reliability. Customers can rest assured about the longevity of their batteries. No additional costs.
450X Apex’s New Vibrant Colourway
Charging Made Easy: Ather Energy’s Complimentary Offer
Ather also provides complimentary charging through its Ather Grid network for one year. This benefit adds substantial value, with charging worth Rs 5,000 included. The Ather Grid comprises 2,152 fast-charging points across India, ensuring convenient access for users.
Additionally, a flat cash discount of Rs 5,000 applies to the purchase of either scooter. This straightforward offer appeals to potential buyers seeking immediate savings. Furthermore, cashback on select credit card EMI transactions can reach up to ?10,000.
Festive Offers: A Win-Win for Consumers and Businesses
Festive offers are beneficial for both consumers and businesses. For consumers, these promotions provide significant savings on products and services, making purchases more affordable during celebratory seasons. They encourage spending by creating a sense of urgency and excitement. For businesses, festive offers boost sales volumes and enhance customer engagement, fostering loyalty and brand recognition.
Such promotions help clear inventory. Additionally, festive periods often see increased foot traffic and online activity, allowing businesses to reach a broader audience. Ultimately, festive offers create a win-win situation, stimulating the economy while enhancing customer satisfaction.
Building for the Future: Ather’s Manufacturing Expansion Plans
Regarding scooter performance, the 450X offers two battery options. The 2.9 kWh battery provides an IDC range of 111 kms. The 3.7 kWh battery offers a higher range of 150 kms. This flexibility caters to different customer needs and preferences. 450 Apex, which features a more powerful configuration, achieves an IDC range of 157 km. Top speed is listed as 100 km/h, providing enhanced performance for users. 450X has a top speed of 90 km/h.
Manufacturing capabilities play a crucial role in Ather Energy’s operations. The company operates two facilities in Hosur, Tamil Nadu. These include a vehicle assembly plant and a battery manufacturing plant. A third facility is in development in Bidkin, located in AURIC, Chhatrapati Sambhaji Nagar, Maharashtra. This expansion aligns with Ather’s growth strategy in the electric two-wheeler market. More

New Ather Rizta Electric ScooterAther Energy was the 4th best-selling electric two wheeler maker in July 2024 – After Ola, TVS and Bajaj
Following our earlier report on electric two wheeler sales in July 2024, we now talk exclusively about Ather Energy. Sales of Ather topped at 11,088 units in the past month showing off a 37.53% YoY and 39.59% MoM growth. The new Rizta, launched in April 2024 significantly contributed to sales.
Ather Sales Breakup July 2024
Ather Energy sales which improved by 37.53% YoY to 11,088 was well over 8,062 units sold in July 2023. This related to a 3,026 unit volume growth. It was also a significant growth of 39.59% over 7,943 units sold in June 2024 with a 3,145 unit volume improvement.
Ather Scooter Sales July 2024
Ather Rizta, the family scooter, launched in April 2024, featured at the top of company sales charts in July 2024. Sales stood at 6,765 units last month to command a 61.01% share on this list. Its MoM sales improved by an astounding 396.33% over 1,363 units sold in June 2024 when it had commanded a share of just 17.16%.
At No. 2 was the Ather 450X. Sales dipped by 63.74% YoY to 2,923 units in July 2024 from 8,062 units sold in July 2023. The Ather 450X currently holds a 26.36% share, down from 52.74% share held in June 2024 when sales had stood at 4,189 units. However, it was also a MoM decline in sales by 30.22%.
Ather Scooter Sales July 2024
Next on the list was the Ather 450S of which the company sold 1,159 units in the past month. The 450S commands a 10.45% share, significantly lower than a 26.65% share held in June 2024 when sales had stood at 2,117 units. This was a volume decrease by 958 units.
Ather 450 Apex is also a relatively new entrant to the company list, launched in January 2024 and opened for test rides in February. It accounted for sales of 241 units in July 2024. This related to a 12.04% MoM decline over 274 units sold in June 2024.
Rizta’s Gain Is 450’s Loss
From the Ather sales report, it can be seen that the launch of Rizta made each of the other models take a back step. This is likely because of the higher demand for Rizta as it is a new scooter. Ather has limited production capacity in which they have to manage as per demand. Ather Rizta, presented in three variants, is regaled for several segment first features with the largest seat in its segment, 56 liters of storage space and state of the art safety equipment.
To boost after-sales, Ather Energy is getting ready to launch special service packs. These will address customer’s despair over higher after sales costs and will be offered across the company range that includes the Rizta, 450S, 450X and 450 Apex. More

Ather Service Pack Details LeakedWith these soon-to-launch service packs, Ather Energy intends to solve some of the customer woes regarding high aftersales costs
While electric scooter sales are only half of the job done, service becomes the other crucial part. Ather seems to be taking great strides in service department and is working on Service packs. Ahead of an official launch, details of these service packs from Ather have surfaced on the internet. Let’s take a look.
Ather Service Pack Details Leaked
Ever since their inception, Ather is not exactly known for offering VFM products, especially when compared to what rivals are doing. Service costs associated with Ather vehicles were not very well received by many owners too. In recent times, a few Ather owners have been quoted service costs similar to that of ICE cars and even imported premium EVs.
Ather seems to be on damage control and is introducing what they call Ather Care. With Ather Care, the company seems to be re-introducing service packs that customers can buy for an additional cost. The company is offering two plans under Ather Care and will command different price points – Ather Care Plus and Ather Care Max.
While prices are not yet revealed, the particulars of these service plans can be seen in the snippets posted by Twitter user AtherOwnersCBE. These are annual plans and have to be purchased every year, covering a distance of 10,000 km.
Ather Service Pack Details Leaked
Ather Care Plus offers 2 free periodic maintenance, 10% discount on wear and tear part replacements – twice a year, 15% discount on wear and tear labour – twice a year, 1 free polishing and 1 free wash. Ather Care Max adds 2 free brake pad replacements, free belt lubrication, 2 Free ExpressCare, 1 extra polishing and 1 extra wash.
Will these solve customer woes?
There are speculations in place suggesting a price tag of around Rs 2,500 and Rs 3,000 for Ather Care Plus and Ather Care Max, respectively. The company is yet to officially announce prices of these service packs. Customer reception towards these service packs is yet to be seen. These service packs will be offered with Rizta, 450S, 450X and 450 Apex.
The electric scooter market has seen significant growth in the recent past. The market has been flooded with new brands and many mainstream 2W vehicle manufacturers have stepped into the ring as well. Currently, top 5 players in this segment (in order) are Ola Electric, TVS Motor, Bajaj Auto, Ather Energy and Hero MotoCorp.
Ather has been pushing their boundaries to offer a holistic ownership experience to their customers. The company recently launched Ather Rizta family electric scooter and then there is the 450 range for young buyers and enthusiasts, starting from S and goes all the way till Apex model.
Also read – Ather Rizta production starts
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Ather Electric Scooter Owner Shares Service BillThe tweet has gone viral – Ather service team has called the owner and offered free service if the tweet is deletedApart from fuel cost savings, EVs also promise lower maintenance costs. This is often attributed to fewer moving parts of EVs in comparison to ICE vehicles. However, user experiences reveal that EVs too can have high maintenance costs in specific cases.Ather owner gets Rs 8,000 maintenance billWith a maintenance bill of Rs 8,000, one would expect that the scooter could have faced some major damage due to an accident. However, that is not the case. According to the owner, there is no damage to the scooter of any sort. It seems like the issue has occurred due to the normal wear and tear of the scooter. Although EVs have fewer moving parts, they do have components like electric motor, fans and pulleys that are susceptible to damage.Ather offers free service if tweet is deletedIn this case, the Ather electric scooter is around 4 years old. It has clocked 13,398 km on the odometer. In normal circumstances and in most cases, major repairs are not usually required for two-wheelers at this stage. This is applicable for both electric and ICE scooters.So, when someone gets a maintenance bill of Rs 8,000, it is bound to create a shock. Ather is known for its reliability and high quality. And when top brands do not match expectations, it creates significant disappointment.10 yr car has lower service bill – Ather ownerCharging error P014According to the Ather owner, his scooter’s charging stopped and a P014 error started to show. At the service centre, multiple problems were identified. The warranty applicable on the affected parts was only for one year. As a result, the owner had no option other than to get the costly parts replaced.Ather electric scooter owner replying to questions of surprised enthusiastsThe owner is also disappointed due to the fact that he was among the early adopters of Ather electric scooter. Another point noted by the owner is that he has been trying to get the Ather Service pack for the last two months. But he wasn’t able to do that. If the service pack was active, the maintenance bill would have been lower.Ather electric scooter owner replyingResponse from other usersIn response to the alleged inflated maintenance bill, other users have shared their personal experiences. Some say that the high maintenance cost is a real issue with first-gen Ather scooters. One user, who was among the first 100 pre-order list, says that his scooter’s mid assembly was replaced. There was no option to repair it. As a result, the replacement cost came at Rs 16,000.Another user has shared a screenshot, showing his Ather scooter clocking 27,392 km. The owner says that he has paid only Rs 6,646 on maintenance costs. Some car users have also shared screenshots, saying that their car service bill is less than the Rs 8,000 charged by Ather service centre. Even the said Ather electric scooter owner tweeted that his 10 year old car has a lower service bill.Ather electric scooter owner replyingThis is not the first time an Ather owner has shared their disapproval over high service costs. Earlier too a similar situation had arose when an Ather electric scooter owner had tweeted that the service cost of his Ather is same as his Kia EV6. More

New Ather Rizta Electric ScooterStarting at INR 1,09,999 (Ex-showroom Bengaluru), the Rizta is competitively priced to attract the mass marketAther Energy, a prominent player in the electric vehicle industry, has officially commenced the production of its latest offering, the Rizta electric scooter. This marks a significant milestone for the company, as the first production-spec Rizta rolled out from their state-of-the-art manufacturing plant today.Ather Rizta Production StartsThe announcement was made by Ather Energy’s Co-founder and CEO, Tarun Mehta, who took to Twitter to share the news. “The first production versions of Rizta are starting to roll off the line now!” Mehta tweeted, signaling the company’s readiness to deliver this highly anticipated scooter to the market.Ather Rizta Production StartsDesigned to cater to the needs of the entire family, the Rizta focuses on comfort, convenience, and safety. It boasts an array of connected features aimed at enhancing the riding experience. Notably, the Rizta includes Ather’s proprietary SkidControl technology and even integrates WhatsApp functionality on the dashboard, underscoring the scooter’s modern and user-friendly design.The scooter is available in two models and three variants: Rizta S and Rizta Z with a 2.9 kWh battery, and the top-end Rizta Z with a 3.7 kWh battery. The 2.9 kWh variants offer a predicted IDC range of 123 km, while the 3.7 kWh variant promises a range of 160 km. The Rizta S comes in three monotone colors, whereas the Rizta Z is available in seven colors, including four dual-tone options.New Ather RiztaFocus on Comfort and ConvenienceAther Rizta is designed with user comfort and convenience at its core. It features the largest seat in its segment, ensuring ample space for riders and a spacious floorboard. The Rizta Z variant goes a step further, offering a backrest for the pillion to provide additional lumbar support. Storage is another highlight, with a total of 56 liters available, including a 34-liter underseat compartment and an optional 22-liter Frunk accessory. This underseat storage can also be equipped with a multi-purpose charger, making it convenient for riders to charge their electronic devices on the go.Enhanced Safety and Ride HandlingAther Energy continues its commitment to rider safety with the introduction of SkidControl, a traction control system designed to manage motor torque and prevent loss of traction on slippery surfaces. The scooter also incorporates several advanced safety features from Ather’s 450 series, including FallSafe, Emergency Stop Signal (ESS), Theft & Tow Detect, and Find My Scooter.All Rizta variants have a top speed of 80 km/h and offer two riding modes: Zip and SmartEco. The scooter also includes ride assist features such as MagicTwist, AutoHold, and Reverse Mode, ensuring a smooth and controlled ride in various conditions. The Rizta maintains the low center of gravity, balanced weight distribution, and precise control characteristic of Ather’s 450 series, making it accessible for riders of all skill levels.Battery and Charging SolutionsAther offers an optional five-year/60,000 km warranty program called ‘Ather Battery Protect,’ which ensures a minimum of 70% battery health at the end of the warranty period. For home charging, the Rizta S and Rizta Z with a 2.9 kWh battery come with a 350W portable charger, while the 3.7 kWh Rizta Z is equipped with a 700W Ather Duo charger. Rizta owners will also benefit from Ather’s extensive fast-charging network, comprising over 1800 fast charging points across the country.Availability and PricingBookings for the Ather Rizta are now open, with deliveries set to commence soon. The Rizta S with a 2.9 kWh battery is priced at INR 1,09,999 (ex-showroom Bengaluru), the Rizta Z with a 2.9 kWh battery at INR 1,24,999, and the top-end Rizta Z with a 3.7 kWh battery at INR 1,44,999. More

Ather 450S electric scooter service costAther electric scooter owner voices dismay over escalating service costs, attributing the issue to the transition from company-run to dealer-run service centersArun Bhat S, an avid owner of an Ather 450S, took to social media recently to express his disappointment with the service costs associated his electric scooter. In a tweet that resonated across the EV community, Arun lamented what he perceived as a stark departure from Ather Energy’s earlier promise of low service and maintenance expenses.Ather 450S Owner’s Post Sparks ConversationSharing his recent service experience, Arun revealed that the quote for servicing his Ather 450S electric scooter at the 30,000 km mark, amounted to Rs 7,500. Arun says that his Kia EV6 which was serviced at 20,000 km, had similar service cost. Work done on his Kia EV6 included AC filter replacement, wheel alignment, balancing and rotation.Ather 450S electric scooter service costArun disclosed that the lion’s share of the Ather service cost was attributed to an overhaul of brake components. This revelation contrasted with his experience with electric cars, where extensive brake maintenance is uncommon due to minimal use, especially in vehicles equipped with regenerative braking systems like the Ather 450S.Arun highlights that when earlier he had subscribed to Ather’s pro service packs for his scooter, it was a peaceful experience. But with service packs discontinued by the company, many Ather owners are facing issues with service cost. He says that Ather’s transition to a dealership model for service might have contributed to the surge in costs, suggesting that only fuel savings could somewhat justify such expenses in the grand scheme of total ownership costs.Ather 450S electric scooter service costAther’s Service Subscription Revisit: Customer DemandsDrawing comparisons, Arun noted that his experience with the Ola S1 Pro electric scooter, another vehicle in his possession, hadn’t encountered similar issues with service costs thus far. Urging Ather Energy to reconsider the decision to discontinue service subscriptions, Arun emphasized that exorbitant service costs have been a significant pain point for numerous Ather customers.Ather 450S electric scooter service cost quoteAccompanying his social media post was a photo of the service quote, where Arun couldn’t help but express his astonishment at the charges for labour and parts. The total amount indicated on the service quote stood at Rs 10,872, prompting Arun to express his incredulity at the apparent disproportionality of the charges.Ather RespondsAther has gotten in touch with Arun, who has shared all the necessary details. Arun replied, “My larger point is about the exorbitant service and maintenance costs now all owners seem to be made to bear. This wasn’t the case earlier, when the service centers were company run and not dealer run. Customers first always.”Arun’s media post has sparked conversations among electric vehicle and Ather owners, highlighting worries about how much it costs to maintain and how transparent are those costs. As the electric vehicle industry continues to evolve, Arun’s experience serves as a reminder of the delicate balance between innovation and affordability for consumers. More

Ather Rizta Vs RivalsThe new family-oriented Ather Rizta electric scooter packs up to 3.7 kWh battery promising a range of up to 160 km on a single chargeRizta marked a new direction for electric mobility solutions provider, Ather Energy. This is the first time Ather Energy has forayed into practical family-oriented scooter territory with Rizta. Like other Ather Energy offerings, Rizta promises a robust, over-engineered battery and safe ownership experience. What else does it offer? How do rivals fare? Let’s take a look.Ather Rizta Vs Rivals – Is the price justified?Except for Bajaj, all the other electric scooters quote “effective” ex-showroom prices in different cities with different region-wise subsidies. So, to keep it fair, we took real ex-showroom prices without any subsidies. There’s a reason why we took top-spec S1 Pro Gen 2, Simple One and Vida V1 Pro for this comparison.Pricing is always confusing with Ather scooters. In this sense, Ather Rizta costs between Rs. 1,35,000 and Rs. 1,62,400 (“real” ex-sh) and these prices do not include all the trendy features that Ather announced on stage. To get those features, you need an optional Pro Pack (Rs. 13,000 to Rs. 20,000) which takes Rizta’s pricing between Rs. 1,48,000 and Rs. 1,82,400 (ex-sh). However, Ather does offer something called “Price Benefit” ranging between Rs. 7,401 and Rs. 15,001.So, the quoted price without EMPS for Rizta is between Rs. 1,19,999 and Rs. 1,54,999 (with Pro Pack). Rizta is not Ather’s flagship, but top-spec Z 3.7 kWh variant with Pro Pack costs more than S1 Pro Gen 2 (ex-sh), which is Ola’s flagship offering. With Pro Pack, Rizta costs more than iQube, Chetak, Ola S1 Pro, Simple One and Vida V1 Pro.Ather Rizta Vs Rivals – DimensionsWhere powertrains and range are concerned, Rizta’s 4.3 kW peak power falls short of every other rival, except for 2024 Chetak with 4.2 kW electric motor. If we bring Ola S1 Pro Gen 2 with 11 kW peak power into the equation, Rizta is almost 3 times less powerful and has three times less torque. Powering the motor, Rizta gets either 2.9 kWh or 3.7 kWh battery options. Where battery size is concerned, nothing beats Simple One with a total of 5 kWh capacity.Performance, range and featuresAther Rizta packs a mid-mounted motor driving rear wheels with a belt drive. This setup ensures a smooth and vibe-free riding experience. Only the TVS iQube gets a rear hub motor. Top speed is limited to 80 km/h on the Rizta. This is not bad when compared to 73 km/h, 78 km/h and 80 km/h top speeds of Chetak, iQube and V1 Pro respectively. Ather’s own 450X can do 90 km/h, Simple One can do 105 km/h and Ola S1 pro Gen 2, which costs less than Rizta, can hit 120 km/h.Rizta’s base S trim lacks the TFT dashboard and lacks a larger 3.7 kWh battery pack option altogether. Even the top-spec Z trim lacks rear disc brakes and gets skinnier tyres than Ola S1 Pro. Rizta gets just two riding modes – Zip and SmartEco. Except for iQube and Chetak, other rivals offer more riding modes to ensure a balance between performance and range.Ather Rizta Vs Rivals – SpecsSpeaking of range, Rizta promises a claimed range of up to 160 km. But Simple One takes the cake here with 212 km promised range on a single charge, owing to its larger 5 kWh battery. Ola isn’t far off, with a 195 km claimed range with S1 Pro Gen 2.ConclusionRizta’s marketing elements include longest 900mm seat, optional 22L flexible frunk, pillion backrest and a flat floorboard. Rizta also has a wireless charger under its seat to charge their new Halo helmet (bought separately). If you are among the target demographic of these marketing elements, Rizta makes a lot of sense.Ather Rizta Vs Rivals – FeaturesPeople already in Ather’s ecosystem or buyers smitten by Rizta’s sleek design can go for it too. But if you are looking for VFM products, Ola S1 Pro Gen 2 still takes the crown owing to its customer-centric approach. When compared to Rizta, S1 Pro is 3 times more powerful and torquey, while costing less. There are no optional packs with Ola. So, what you see is what you get, which is always nicer. More

Ather Rizta TVC ShootUpcoming Ather Rizta TVC shoot images show the family-oriented scooter without camouflage soon to rival Chetak, Ola S1X+, TVS iQube and Vida V1Bengaluru based electric mobility solutions provider, Ather Energy, is prepping to launch its first-ever family-oriented scooter in India. The venue is set for Rizta and will be unveiled at Ather’s Community Day on 6th of April 2024, tomorrow. Ahead of launch, Rizta has been spotted undergoing TVC shoot, showing the bike without any camouflage.Ather Rizta TVC Shoot Images LeakedAfter serving young and enthusiastic scooter buyers with 450 range, Ather Energy has expanded its vision to cater to a much more mature audience. This vision has been materialised starting with Rizta, Ather’s first family-oriented scooter. There could be more variations of this Rizta in the future, like we have 450S, 450X and 450 Apex.Rizta is unlike Ather’s past strategies where it has tried to build a community of thrill seekers and tech enthusiasts. Further influencing an ecosystem for younger audiences. Rizta is set to launch on Ather’s Community Day scheduled on 6th April, 2024 in Bengaluru.Ahead of the official launch, Ather Rizta electric scooter has been spotted without any camouflage for the first time. Automotive enthusiast Nihar Amrute has shared the images of the upcoming Ather Rizta in our Rushlane Spylane Facebook Group. By the looks of it, Rizta seems to be out for a TVC shoot and that’s when these images were papped.Ather Rizta TVC ShootWe can see a clean and uncluttered design with a minimalistic approach. But there is a bulk associated with Rizta that we didn’t see with 450 range of athletic scooters. This bulk is owing to a larger frame that will be far more practical and accommodating than the 450 range. Large ORVMs and large dashboard are notable elements too.In that regard, we can see a large seat that Ather is marketing to the full extent and even set up a giant billboard in Mumbai. Design is iQube-ish, but has its own unique take. We can see sleek rear tail lights, a large grab handle for pillion and a pillion backrest. This backrest is less likely to be a standard fitment.Ather Community Day 2024Powertrain details are not yet out and is likely to feature the same components as 450S, owing to its expected affordable price tag. Ather is demonstrating the safety of their battery by various marketing stints including a 40-feet drop and water wading tests. Among the e-scooter manufacturers, Ather seems to be the one with the safest track record too.Componentry will not be as premium as 450 range. So, the rear disc brake is missing on Rizta and we don’t expect it to feature an aluminium chassis as well. Apart from Rizta launch, Ather’s Community Day will witness the launch of the latest AtherStack OS and a special smart accessory. More