Quick Reads
- This new scooter will be Ather’s entry into the budget range
- It will be based on the new EL platform, unveiled last year
- The new scooter will still be a premium offering, but in the budget-conscious segment
Ather Energy, the Bengaluru-based EV startup known for its sporty and premium scooters, is all set to launch a more accessible electric scooter in upcoming months. This new scooter will be based on the new EL platform and priced below the existing Ather lineup (which starts with the Rizta S costing Rs 1,15,000), but above the Rs 1 lakh mark, still placing Ather as a premium manufacturer, even in the budget segment.
What Is The EL Platform?
The new EL platform is a low-cost modular architecture, developed by the brand to optimise its production costs and improve scalability. Unlike the current platforms, which focus on performance, handling, and premium features, this new platform will be more affordable and will prioritise utility over outright performance. Apart from this, the brand had also previously confirmed that this platform can be modified to spawn a wide range of scooters, making it a lot more versatile.
The brand’s upcoming electric scooter could be the production version of the EL01 Concept, which the brand had showcased last year at Ather Community Day 2025. The EL01 Concept has a family-friendly design but is not as premium as the Ather Rizta. It gets a 14-inch front and a 12-inch rear alloy wheel setup, which could definitely translate to better stability, and handling.
The EL platform is designed to accommodate various battery sizes ranging from 2kWh to 5kWh, which could possibly mean different variants. Even though this will be a budget offering, we expect the same feature-packed product from the brand, in line with its current lineup.
Impact On The Market And Buyers
As of today, Ather has around 18% of the total electric market share, which is a big chunk. This is just from its premium products like the Ather Rizta, and the Ather 450 range. But, with the new budget offering, the brand will enter the competitive budget segment around Rs 1 lakh, where most of the buyers are concentrated.
Currently, Ather’s premium pricing is a barrier to a lot of budget-conscious buyers, and the EL platform will help the brand expand its customer base, increase sales, and compete with the legacy manufacturers like TVS and Bajaj even more fiercely.
Our Opinion
This move from Ather marks a major shift in the brand’s business strategy. So far, the brand had positioned itself as a premium manufacturer, but scaling up in India definitely requires tapping into the mass market.
Also, factors like pricing, features, government incentives, and utility of the scooter will play a major role in its sales when launched. Apart from this, competition from major brands like TVS, Bajaj, and Hero MotoCorp (Vida) will play a crucial role in the product’s sales and success. With the right approach, this might even become Ather’s best-selling scooter, just like the case with the Rizta, which came out later but now brings in more than 50% of the total brand sales.
