Ather Energy has been one of the leading electric two-wheeler manufacturers, and the homemade brand has been improving its products.
Ather Energy presently produces about 2,500 units from its production facility, and Tarun Mehta said that the company is “in the path of 10,000 unit sales” per month. With production soon ramping up, Tarun Mehta also said, “By festive season we anticipate to deliver vehicles within a month of booking”. “Ather, in a year, will be the largest Electric Two-Wheeler manufacturer by volume”, he added, as the manufacturer’s upcoming second manufacturing facility will help it ramp up production to about 4 lakh units per year, which is over 33,000 units a month.
Ather Energy’s strategy has been the reverse of the ‘Product Offensive’, and the manufacturer currently has only 1 product on offer, in two variants – the Ather 450X & Ather 450 Plus – which is different from each other only in terms of specs. Addressing this, Tarun Mehta said, “We don’t want to increase our product portfolio at this point in time. We want to win the trust of consumers. We want to become the ‘for choice’ brand and product for consumers”. He also said that the genuine reason behind the recent EV fires is the bad quality products from other manufacturers.
“You will not see us launch many products”, he added, “We believe in what we have and it has not even scratched the surface of the potential of the segment”. Tarun also said that the company did have bigger battery packs, but it chose not to launch them earlier to sort out supply chain issues.