Ather

Ather Ahmedabad Dealer Showroom.With the addition of a second facility in Hosur, Ather Energy manufacturing capacity is set to increase to 4,00,000 lakh scooters
Ather Energy is stepping it up to meet demand for 450X and 450 Plus scooters. A second manufacturing facility is being commissioned in Hosur. When operations begin, manufacturing will be increased to 4,00,000 units per annum, up from current capacity of 1,20,000 units. The first manufacturing facility was setup in Hosur earlier in 2021.
October 2021 was a great month for Ather Energy. The manufacturer registered its best-ever monthly sales numbers at 12-fold YoY growth. Revenue run rate is reported at $100 million.
Ather Electric Scooter Production – 90 percent localisation
Ather Energy has reported 20 percent MoM sales growth since November 2020. This corresponds to overall industry-wide increase in demand for electric scooters in recent months. Ather reports an increase in walk-ins, web inquiries and test rides between April-October 2021. For the same period, Ather reports 4X growth in vehicle booking.
Operations at the Hosur manufacturing facility has helped with 90 percent localisation for 450X and 450 Plus. This includes the battery pack that’s made in-house by Ather Energy. In the next five years, an investment of INR 650 crores is earmarked. Funds will enhance operational efficiency and production capacity to meet demand.
New Ather EV Plant
Lithium-ion battery manufacturing in India
The manufacturing facility is also tasked with lithium-ion battery manufacturing. This being a key focus are for the auto company. Ather Energy makes its own battery packs. 13 patents have been filed in regard to design and manufacturing of the li-ion batteries.
Retail operations are being expanded to new markets. Plans are afoot to establish 150 Experience Centers in 100 cities by March 2023. Strategic investments are being made to improve charging infrastructure.
Tarun Mehta, Co-Founder & CEO, Ather Energy said, “The EV demand has been shooting up across the country, and customers are coming in expecting electric scooters to wow them. This customer expectation is why our 450 series of electric scooters – the 450X and 450 Plus is seeing massive demand as it is the best electric scooter in the country today.
Our experience centres are scaling up rapidly, and our retail footprint is set to grow by six times in the coming quarters. So, within just ten months of opening our current facility, we find ourselves already operating at full capacity. We are commissioning the second plant to be ready for 2022. With this capacity expansion, Ather is well on its way to becoming the country’s largest EV producer by next year.” More

Ather Electric Scooter is backed by Hero MotoCorpRajiv Bajaj is known for expressing his thoughts and doesn’t seem to care if his words can lead to controversies
On the occasion of new Pulsar 250cc launch, Rajiv Bajaj took the opportunity to target EV startups like Ola, Ather, Tork and Smart E (OATS). His primary accusation was that these startups are cash burn businesses whereas established players like Bajaj are cash flow businesses.
He said that he would bet on BET, which stands for Bajaj, Enfield and TVS. Rajiv’s punchline was “Champions eat OATS for breakfast”. Here, OATS meant Ola Electric, Ather Energy, Tork Motors and SmartE – an obvious challenge to new EV startups.
Rajiv Bajaj at Pulsar launch. Image – BloombergQuint
Ather Electric Scooter OATS
While Bajaj’s primary target was Ola Electric, it’s Ather that has responded first. In a witty comeback, Ather has posted a tweet that talks about launching a new line of products – ‘OATs for champions’.
It comes with the promise of giving a quicker and smarter start to the day. The punchline ‘Recommended by experts’ takes a dig at Rahul Bajaj. The packet mentions – ‘for when you need that instant pick-up’, which refers to superior acceleration offered by electric two-wheelers.
Ather’s reply to the OATS comment from Rajiv Bajaj
Apart from his sarcastic remarks, Rajiv Bajaj targeted Ola for not delivering even a single piece till date. He said that making customers wait for deliveries is the way of the startups. In comparison, he said that established players like Bajaj thrive on a cash flow model. Talking about Bajaj strengths, Rajiv said the company is 75 years old and has overcome numerous challenges in its journey.
He said champions like Bajaj, Enfield and TVS have always adapted to evolving market dynamics. They have successfully adapted on various fronts, be it cost, competition or new regulations. And they have capabilities to adapt again in the emerging EV ecosystem. He said that EV startups should not take established players lightly.
EVs and ICE – the great divide
Even though EV sales are still pretty low, EV companies are emerging as potential disruptors of the future. Rising fuel prices have worked in the favour of EV startups. Attractive subsidies offered by central and state governments have made EVs more accessible to the masses. However, there’s a lot to be done in terms of building battery charging and battery swapping infrastructure.
Ola head joins the banter
Rajiv Bajaj directly targeting companies like Ola may have a valid reason. It’s because EV manufacturers have accused traditional players for not doing enough to promote EV usage. Ola Electric founder Bhavish Aggarwal had said that established players continue to produce fossil fuel vehicles in great numbers. It is statements like these that may have prompted Rajiv Bajaj to push back.
While the shift to EV ecosystem is inevitable, established players cannot do it overnight. They have millions invested in facilities that produce ICE-based two wheelers. It’s practically impossible for these companies to have the same ambitious EV goals as that of electric startups. On the other hand, companies like Ola can afford to go full steam in EV space. They don’t have to deal with the baggage of making the shift.
Moral of the story is that friction between EV startups and established players will continue till a complete shift to electric is achieved. Hopefully, the fireworks will be limited to sarcastic remarks and not move into the realm of lawsuits and defamation cases. More

Ather electric scooter patent trademarkedMore details about the upcoming scooter from Ather is likely to be revealed in the coming few months
The apparently nascent electric vehicle (EV) segment has turned into a theatre of fierce rivalry among new electric scooters. Ather Energy, which was leading this space only a few weeks ago is now feeling the pump with the addition of two new rivals. There will also be new competitors from established brands such as Hero MotoCorp and other EV startups in future to counter.
The Bengaluru-based EV startup has revealed that it is developing its most affordable e-scooter which is expected to be priced at a similar sub-Rs 1.00 lakh region. And this is without the govt subsidies. With govt subsidies, the scooter could come at an on-road price of Rs 70-80k.
At this price point, it will compete with the best selling scooters of India – that include the likes of Honda Activa, TVS Jupiter, Suzuki Access, etc. Apart from the petrol scooters, it will also rival the two new arrivals from Ola Electric and Simple Energy. Compared to Ather 450 range, the Ola and Simple have been priced lower.
Rivalry from new arrivals
Currently, Ather retails two models in India- 450 Plus at Rs 1.13 lakh and 450X at Rs 1.32 (both prices ex-showroom). These prices are reduced when one accounts for the state subsidies offered under the EV policies of various state governments. Despite all these benefits, Ather 450 range of scooters is the most premium in the electric scooter space at the moment.
Upcoming Ather Electric Scooter patents
On August 15, Ola and Simple Energy launched their respective electric scooters Series S and One. Series S is offered in two variants S1 which is priced at Rs 99,000 and S1 Pro priced at Rs 1.29 lakh. On the other hand, Simple One will be offered in a single variant priced at Rs 1.10 lakh. All prices are inclusive of the revised FAME II subsidies from the central government.
While both scooters have yet to officially hit the market and prove their mettle, their strong list of features equally matched by a strong performance has earned praises from all quarters. How they actually match up to market and more importantly people’s expectations is a thing to be discussed at a later stage as time unfolds.
New e-scooter on 450 plaform
Ravneet Phokela, chief business officer, Ather Energy, has revealed that the EV brand is building a third product based on Ather’s 450 platform which is already in advanced stages of development. The new product will come at a price point lower than 450 Plus which means it will be an entry-level model in the 450 range of e-scooters and would compete against the likes of Ola and Simple.
It takes almost 18-24 months between deciding to develop a new product and roll out the model from the assembly line. Phokela further revealed that the scooter is expected to make its debut in the market by the first quarter of FY2023. He made it clear that Ather is not thinking of reducing the prices of its current offerings.
SOURCE More

Ather Electric ScootersAther’s proprietary charging connector, is now free for all – It is being offered to all OEMs to drive faster adoption of EVs
Ather Energy electric scooters – 450 Plus and 450X have set benchmarks in the Indian electric two wheeler segment. The company has been noting outstanding success. To put sales into better perspective, the company celebrated sales with a record Rs 10 crore worth electric scooters sold in July 2021 through Ather Energy Indiranagar experience center in Bengaluru. For the same month, sales at the said outlet touched around 600 units in the past month.
As per FADA, retail sales of Ather electric scooter for July 2021 stands at 1,799 units. This is a huge jump from 144 units sold in the same month last year. Thats a staggering 1,149% jump in sales. Considering the overwhelming demand, Ather Energy had expanded its experience centers 13 cities across India. Since its inception, Ather Energy has also invested in setting up fast-charging network, Ather Grid which have been instrumental in offering normal speed charge options to all electric two and four wheelers free of cost.
Proprietary Charging Connector
Ather Energy has now announced that the company will offer Proprietary Charging Connectors to other OEMs so that all electric two wheelers have an inter-operable charging platform across the country. This would reduce range anxiety as all scooters would have access to Ather Energy’s 200+ fast charging stations. It would also allow OEMs to build products on this common standard thus reducing investments in infrastructure in setting up individual charging platforms which may only be for EVs from its own brand.
Ather Energy states that this proprietary fast-charging connector supports both AC and DC charging. Its connector size is suitable for all two and three wheelers. It comes with CAN 2.0 communication as well as control and proximity pilot, thus allowing all electric vehicle owners to access any fast charging network across the country.
Ather electric scooter fast charging tech
This common charger has been designed for production at low cost and can be used for mass segment vehicles. It would be on the same lines as CHADEMO, CCS, etc, which are global charging standards for electric four wheelers, except in China.
Ather Charging Connector Tech For Free
The adoption of common fast-charging connector for all electric vehicles has benefit for the EV community at large. Ather is not charging OEMs any sort of fees or royalties. These come for free.
Ather is simply opening up its technology and public fast charging networks so as to enhance the EV appeal to buyers in the country. The company will also be setting up a dedicated support team to work with OERMs for integration and is in talks with several electric vehicle makers to adopt this technology.
Electric vehicles in India have received a great push with new FAME II policies and state governments of Gujarat, Maharashtra, Rajasthan, Meghalaya and Karnataka offering added subsidies on electric vehicles. As on date, electric vehicles comprise barely of 1.3 percent of total vehicles in the country. Rising fuel priced along with these central and state government subsidies will go a long way in boosting demand in this sector while having a common charging platform will also aid in its quick adoption. More

Ather Electric ScooterHuge response to the Ather electric scooters has resulted in the company opening experience centers in 13 cities across India
Bengaluru based, electric two-wheeler manufacturer, Ather Energy has been seen outstanding success of their electric scooters. Following the revisions in the FAME II Scheme, prices of the scooter become cheaper by Rs 14,500 to buyers in Bengaluru and by Rs 13,500 for the Ather 450X and 450 Plus in New Delhi.
Tarun Mehta Co-Founder and CEO of Ather Energy expects electric scooter market share to be above 40% of the total scooter sales of India. And the rate at which electric scooter demand is growing, some might even consider Tarun’s target to be achieved even faster.
Ather Bangalore Experience Center
Ather Energy has announced today that their single experience center in the city of Bangalore has generated sales of Rs 10 crores in the month of July 2021. Ather says that this is double the business done by brands which sell petrol scooters. And that too from a showroom which is half the size (in comparison to ICE scooter showroom).
Ather Energy started this calendar year with a new showroom opened in Mumbai in January 2021 followed by showrooms across Pune and Ahmedabad in February 2021. Ather Experience Centers are now located in cities of Mumbai, Pune, Ahmedabad, Kochi, Jaipur, Hyderabad, Bangalore, Chennai, Vizag, Calicut, Trichy, Delhi, Indore.
Ather 450x in Pune
Ather now targets 30 new showrooms across new cities by the end of this year to span 100 cities in due course. Along with company owned showrooms, Ather is also in the process of entering into agreements with dealer partners for the sale of Ather 450X and Ather Plus e-scooters.
In FY2021 a total of 4.5 million petrol powered scooters were sold. Tarun Mehta estimates that there is potential for 1.8 million or 18 lakh electric scooters to be sold in FY2025. Earlier this year in February, Ather’s new manufacturing plant, with a production capacity of 110,000 e-scooters and 120,000 battery packs per annum, went on stream.
Central and State Governments Support
Demand for electric vehicles surged in view of escalating fuel prices. It should be recalled that petrol prices have crossed the Rs 100 mark in most metros and is nearing that figure in other cities of India. An Ather e-scooter promises one-sixth the running cost of a petrol scooter which relates to substantial saving to the user.
Electric two wheeler popularity also increases with ongoing support from both Central and State Governments in the form of revisions in the FAME II incentive scheme. The company cites that it could be supply and not demand that will be a limiting factor in the future.
The amendment to the FAME II, (Faster Adoption and Manufacturing of Electric Vehicles in India) introduced in June 2021 saw electric two wheeler subsidy increase to 50 percent to Rs 15,000 per kWh. This has led to a substantial price reduction of electric two wheelers.
Automakers such as Ather and TVS Motor reduced prices of the 450X and iQube respectively while Okinawa Scooters also stated that the price of the iPraise+ will cost Rs 17,892 less to a new reduced pricing of Rs.99,708. Praise Pro prices have also dipped by Rs 7,947 to Rs 76,848 while the Okinawa Ridge+ is now at Rs 61,791, down Rs 7,209 over earlier pricing.
Along with this new policy, several states like Gujarat, Maharashtra, Rajasthan, etc have also announced EV policies that has boosted sales and successfully turned buyer sentiments towards electric vehicles. More