Ather Energy – Full throttle ahead!
Making a great product is an amazing feat in itself but taking the right steps to make that product available for everyone is a challenge many fail at, and to overcome this challenge our homegrown smart EV manufacturer has used a well-planned statistical approach. Before looking at what that approach is and did it yield any fruits let’s have a look at the following.
WHO/WHAT IS ATHER??
If you’re not aboard the EV revolution train then you probably warp past the rise of an EV manufacturer. But this is highly unlikely because Ather has been making some big moves in the industry under the leadership of one of two founders Mr. TARUN MEHTA.
It started as a brainchild of Mr. Tarun Mehta and Mr. Swapnil Jain in 2013 when they saw a market for mobility fueled by renewable energy. The vision projected by the brand was slowly seen by investors and funding started coming in from various big names in the market some notable investments arrived from the accounts of IIT Madras, Flipkart founders, Tiger Global, and most recently Hero MotoCorp.
All of these investments helped the firm gain the right pace, refining and bettering their idea and set the right base for its operations in Bangalore.
ATHERs PRODUCT PORTFOLIO??
Ather produces premium smart electric 2-wheelers – the first product to make its way onto the roads was called the S340 and then came the 450. If you want to know more about the same do check out our article on the same.
Later and more recently arrived the refreshed versions dubbed as the 450X and 450 Plus. These are not entirely new but can be better understood as variants of the 450 line up. Well, stating the new arrivals as not entirely new would be an injustice as they bring a lot new to the table than their predecessor in both hardware and software.
Talking about the 450X – it is said to be an agile scooter made of aluminum underpinnings which can go to scary speeds within seconds all thanks to its all-electric Powertrain producing 6kW of power and 26Nm of torque.
As a package, it provides a true range of 85kms & it can go from naught to 40kmph in just 3.3 seconds which is the fastest in the 125cc category.
It also blows your mind with its intuitive 7inch touchscreen informative display which also happens to be Bluetooth enabled helping you avoid your phone while driving because it provides call alerts and music controls right on the screen all thanks to wireless connectivity in form of Bluetooth.
Ather 450 Plus
Looking at 450plus – although the name suggests its “Plus” it comes home being the non-radical, dumbed-down version of the two as it appeals to the more sensible mass of buyers who are satisfied with ordinary and are not willing to pour cash for gimmicky bits.
The Plus comes with the same underpinnings as the 450 did but here it’s more refined producing peak power of just 5.4kW & 22Nm of torque which enables it to achieve 0-40kmph in 3.9 seconds but due to older hardware, the true range is only 70kms.
Along with the mobility solutions, Ather also backs their products by setting up charging solutions across the town known as Ather Grids and they also provide a household charging station called Ather Dot.
The Ather Dot is a small household charger, that charges your Ather at your doorstep. The cost is included in the ex-showroom cost of the the chosen product.
All these efforts are steps that would help you leap an electric vehicle getting rid of the conventional fuel power in a way that is fun and greener for the world.
Ather’s Future: BARREN or GREEN??
Being a Homegrown company serves as a big advantage as they have a sense of how complex the Indian two-wheeler market is the sentiments and fears of buyers in this ever-growing market. It has approached our market in a branched manner wherein they branch out as per demand concentration and funding generation.
They started with a dealership network called – ATHER SPACE a place where the consumer can go in and experience the product, take test drives, and learn more about the brand and its technologies.
Initially, Ather Space was established at cities like Bangalore and Chennai because they were close to the HQ, and later with the launch of the 450X and 450 Plus in the same expansion phase, the concept of Ather Space made its way down to other cities such as Hyderabad, Mumbai, Ahmedabad, Pune, Delhi, Kochi, Kozhikode, Coimbatore, and Kolkata.
Due to the increase in demand for the products the expansion plans were expeditated and the phase two expansion is announced where the brand is going to cover 16 more cities namely – Mysore, Hubli, Jaipur, Indore, Panaji, Bhubaneshwar, Nasik, Surat, Chandigarh, Vijayawada, Visakhapatnam, Guwahati, Nagpur, Noida, Lucknow, and Siliguri by the end of Q1 2021.
All these expansion plans, incoming funding’s an increasing demand for their products suggest that the brand plans to strengthen their hold on the market with time & good products.
In the end, we feel Ather is in this for the long run and it seems like it is here to stay. So, go head out with necessary precautions experience the products at your nearest Ather Space, and support the new start-up. Also, visit their website to know more about the products.
And for honest opinions about the same keep an eye out at our website – Zevify.com and Instagram – @zevify
The brand recently discontinued their second product, the 450, read more about it, here.
Read about the launch report of BMW 2 Series Gran Coupe here.
Written by – Vighnesh Jha
Compiled by – Tirth Pandya