Ather Energy Gears Up for Affordable EV and Battery Subscription Model

Ather Energy is prepared to change India's electric vehicle market with the launch of an affordable scooter having a Battery-as-a-Service (BaaS) model. Chief Business Officer Ravneet Phokela stated that this new method will allow customers to buy scooters without batteries, greatly lowering startup costs by 30-40 per cent.

Under the BaaS plan, users will pay for battery usage either through contracts or per kilometre driven, solving the main barrier of high original buy prices. The news follows similar moves by Hero MotoCorp, Ather's biggest backer, which launched BaaS for its Vida VX2 bike.

Complementing this product strategy, Ather is seeking ambitious store growth, aiming to more than double its presence from 350 to over 750 shops by end-2025. The growth focuses on major areas and new markets, especially in North India, while keeping a 1:1 relationship between sales stores and service centers.

Additionally, Ather will reveal its new "EL" platform in August, alongside a concept vehicle, next-generation fast-charging technology, and improved Ather Stack 7.0 software system. It will place Ather strongly against rivals like Ola Electric, TVS, and Bajaj.

Source: MotorBeam