Ather expects 40 percentof scooter market to be electric by 2025
Tarun Mehta, co-founder and CEO of Ather Energy, believes that up to 40 percentof the Indian scooter market can be electric by FY2025.
- Support from central and state governments is driving demand for EVs
- Ather is targeting nearly 30 new showrooms by end-2021
- It believes that the limiting factor for EV sales will be supply, not demand
Ather started off with a new showroom in Mumbai in January, and then expanded to Pune and Ahmedabad in February 2021. Since then, the EV maker has quickly taken its flagship experience centre – Ather Space – over to cities like Kochi, Hyderabad and Delhi. Its previous business model of company-owned showrooms has been revised, and the brand is now tying up with dealer partners.
There have been plenty of EV industry-friendly announcements and investments in the past couple of months, and there is a perceptible growth in demand for electric scooters across the country. To make sure that it is future-ready, Ather has drawn plans to scale up to nearly 30 more cities by end-2021, and is eventually aiming for up to 100 cities for showroom activity.
Ather’s management is convinced that demand for EVs is on the rise and that customers “have bought into the idea of electric mobility”.
“There is a ton of demand for EVs from all over the country,” says Tarun Mehta, co-founder and CEO, Ather Energy, in an interview with our sister publication Autocar Professional. Mehta is bullish on the recent subsidy support from revisions to the FAME II incentive scheme, which have made the Ather models cheaper by around Rs 14,500, ex-showroom.
