Ather Energy , India's leading electric two-wheeler manufacturer, has unveiled ambitious expansion plans and technological advancements while its CEO voices concerns over government policies. The company recently held its Community Day 2025 event in Bengaluru, showcasing a series of innovations and expressing criticism towards India's Production-Linked Incentive (PLI) scheme.

Aggressive Expansion and Market Share Goals

Ather Energy, currently the second-largest player in India's EV scooter market, announced plans to expand from 200 outlets to 700 stores by FY26. CEO Tarun Mehta outlined the company's strategy to compete on product quality rather than discounts, maintaining focus on premium experiences above ₹1 lakh price point. The company aims to capture a 20% market share in India's EV scooter market by FY26.

New EL Platform and Product Innovations

Ather Energy introduced its highly anticipated EL platform, marking a new era for the company since the launch of its 450 series. The EL platform is designed for versatility, scalability, and cost optimization, paving the way for a new generation of Ather scooters across multiple segments, including commuter, maxi, and sportier models.

Key features of the EL platform include:

• Flexibility to build various form factors using common components
• 15% faster assembly due to simpler architecture
• Up to 2X faster periodic services, with service intervals extended to 10,000 km
• Advanced Electronic Braking System (AEBS) for improved safety
• Integrated Ather Charge Drive Controller, eliminating the need for portable chargers

Tarun Mehta emphasized the significance of the EL platform, stating, "With the EL platform, we are laying the foundation for Ather's next phase of growth. Just as the 450 defined our first chapter, EL will define the next, enabling us to develop multiple types of scooters at scale far more efficiently."

Future Concepts and Innovations

Ather also showcased Redux, a scooter-motorcycle crossover concept, signaling potential entry into the electric motorcycle segment in the future.

CEO's Criticism of PLI Policy

During the event, Mehta criticized India's Production-Linked Incentive (PLI) policy, describing it as unfriendly to startups. He expressed disappointment over not qualifying for the government's PLI scheme, citing startup-unfriendly definitions that limit their ability to launch lower-cost products.

"The PLI framework favors larger incumbents who may lack serious EV commitments," Mehta claimed, calling for policy corrections. He noted that access to PLI benefits could enable Ather to launch lower-priced products and compete more effectively in the mass-market segment.

Market Performance and Future Outlook

Despite policy challenges, Ather Energy has shown strong market performance. The company has doubled its market share to nearly 17% in August, leading the EV market across South India and Gujarat.

With the introduction of the EL platform, continued innovation in its product line, and aggressive expansion plans, Ather Energy appears poised for further growth in the electric two-wheeler market. However, the company's concerns about the PLI policy highlight the ongoing challenges faced by EV startups in India's evolving regulatory landscape.

As the electric vehicle industry continues to expand, the dialogue between innovative startups like Ather Energy and policymakers will be crucial in shaping the future of sustainable transportation in India.

Ather Energy , a leading electric two-wheeler manufacturer in India, has announced a series of groundbreaking initiatives aimed at accelerating the adoption of electric vehicles (EVs) across the country. The company's latest offerings include a 'Battery as a Service' (BaaS) model, an extended Assured Buyback programme, and an Enhanced Comprehensive Warranty, all designed to address key concerns of potential EV buyers.

Battery as a Service: Making EVs More Affordable

Ather Energy's innovative BaaS model allows customers to significantly reduce the upfront cost of purchasing an electric scooter. Under this scheme, buyers only pay for the scooter's body or 'shell,' while the battery cost is covered through a flexible monthly usage plan. This approach effectively splits the price of the scooter into two components: the shell and the battery.

Key features of the BaaS model include:

• Reduced initial investment: The Ather Rizta is now available starting at ₹75,999 (ex-showroom Lucknow), representing a 30% reduction in upfront costs.
• Usage-based pricing: Customers pay ₹1 per kilometer for battery usage, based on a 48-month package with a minimum monthly usage of 1,000 kilometers.
• Complimentary fast charging: Free access to Ather's network of over 3,300 fast chargers across India for one year, addressing range anxiety and charging costs.

Extended Assured Buyback Programme

Building on the success of its pilot programme launched in February, Ather has expanded its Assured Buyback offer to a larger customer base. This initiative provides clarity on the future value of their investment, addressing concerns about resale values in the rapidly evolving EV market. The programme offers:

• Up to 60% of the scooter's value guaranteed after three years
• Up to 50% of the scooter's value guaranteed after four years
• Terms are subject to the number of kilometers traveled

Extended Comprehensive Warranty

To provide customers with complete peace of mind, Ather has introduced an Extended Comprehensive Warranty. This warranty covers manufacturing defects on the battery and 11 other critical components for up to five years or 60,000 kilometers, whichever comes first. Available to all AtherStack™ Pro customers, the warranty includes coverage for:

• Motor
• Motor controller
• Dashboard
• Charger
• Seven other critical components

Driving EV Adoption

Ravneet S Phokela, Chief Business Officer of Ather Energy, emphasized the company's commitment to addressing the barriers to EV adoption: "To unlock the segment's true potential and accelerate growth, we've rolled out a slew of initiatives to cater to the different needs of our potential customers. With BaaS, ECW, and Assured Buyback, we aim to address major barriers that exist for customers when purchasing a new EV scooter."

These initiatives directly target the three primary concerns of potential EV buyers: high upfront costs, uncertainty about resale value, and warranty concerns. By offering innovative solutions to these issues, Ather Energy is positioning itself at the forefront of India's electric mobility revolution, making electric scooters a more accessible and worry-free choice for Indian families.

As the electric vehicle market in India continues to grow, Ather Energy's latest offerings demonstrate the company's dedication to innovation and customer-centric solutions. These initiatives are expected to play a crucial role in accelerating the adoption of electric two-wheelers across the country, contributing to a greener and more sustainable future for Indian transportation.