Ather Energy is expanding its product portfolio in India with the launch of the 450S. As per sources, the company plans to introduce a more affordable variant of the 450X with fewer features to price it lower and take advantage of FAME incentives.
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This strategy makes sense, as it will allow the brand to tap into a broader customer base, especially those looking for a more affordable electric scooter option.
Moreover, Ather Energy’s existing showroom network across the country will also be beneficial for the brand to reach out to more potential customers for its new product.
With the increasing demand for electric vehicles in India, it’s an excellent opportunity for Ather Energy to expand its market share and establish itself as a leading electric scooter.
Firstly, Ather Energy is selling two variants of its 450X electric scooter in India, a standard variant and a more expensive Pro pack variant. The Pro pack variant has additional features, such as auto hold, parking assist, all riding modes, a five-year battery warranty, fast charging, and a smartphone app. However, it is priced at almost Rs 30,000 more than the standard variant.
Secondly, many EV brands were recently ordered to refund the amount they charged customers for portable chargers. These chargers were sold separately to get the ex-showroom price below Rs. 1.5 lakh allowed the brands to qualify for full benefits under the FAME subsidies. It is unclear which brands were ordered to refund the amount or the total amount of refunds involved.
The upcoming electric scooter Ather 450S will carry a price tag between Rs. 1.45 lakh and Rs. 1.5 lakh. The launch is expected around the festive season, a popular time for consumers to purchase.
This launch timing could help Ather to achieve higher sales volumes. It will be interesting to see how the market responds to the new offering and compares it to other electric scooters in the same price range.