Ather Energy has already made a strong mark in the premium electric scooter segment in India. But now the company is going to take a new step an affordable electric scooter series that will also attract customers with a affordable budget. This new lineup will be the company’s most affordable range ever and will be cheaper than the Rizta.
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First look: New headlight design leaked
The design of the headlight of this upcoming scooter of Ather has been seen in a recently revealed design patent. In the patent, this part has been named “Front Shroud of a Vehicle”. Its headlight unit is in square shape, which will either come with a single LED projector or in the option of twin LED projectors. The headlight can also include a stylish LED DRL (Daytime Running Light), which will be fitted around or inside the light unit.
The profile of this front shroud looks quite flat and modern, giving the scooter a sporty appeal. The special thing is that this could be the first scooter from Ather in which the headlight is provided on the handlebar shroud that is, a little different from the traditional style.
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Now the common customer is also in Ather’s vision
Ather started with performance-focused scooters, such as 450X and 450 Plus. After this, the company launched 450S and then the family-friendly Rizta. But now the company is changing its strategy, this time the target is the affordable market.
So far Ather’s products were a bit expensive and optional add-ons like “Pro Pack” were offered for more features. But in this new scooter, the emphasis will be on simplicity and affordability.
What could be its features?
Since this scooter is aimed at the budget segment, it is likely to get basic equipment instead of premium features:
- Low-cost LCD instrument cluster
- Small battery pack, which may reduce range slightly
- Limited connectivity features
- Practical and simple design
This new model from Ather can be for those who want a reliable, affordable and electric option for daily commute – without extra hassle and features that increase the price.
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Pricing and positioning
Currently, the Ather 450S starts at ₹ 1,29,999 (approximately $1,560 USD ) (ex-showroom, Bangalore) and the Pro Pack costs ₹ 14,001 extra (around $168 USD). On the other hand, the Rizta starts at ₹ 1,14,999, which is about $1,380 USD.
In such a situation, it is expected that the price of Ather’s upcoming scooter can be kept less than ₹ 1 lakh (approx. $1,200 USD) (ex-showroom, Bangalore). And it will be based on an all-new low-cost platform.
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This new strategy from Ather has the potential to shake up the budget segment of the Indian EV market. If its price really comes below ₹ 1 lakh ($1,166. USD) , and Ather’s trusted quality and design standards are seen in it, then this scooter can give tough competition to scooters like Ola S1X and TVS iQube.
Now it will be interesting to see when and with what features Ather brings this scooter to the market. Whatever it is, this could be a big turning point for the affordable electric two-wheeler segment.
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