India’s two-wheeler market, which comprises over 70% of its 200 million vehicles, is pivotal to the country’s transport emissions, accounting for about one-third of pollution. Ather Energy, founded in 2013, produces electric scooters with advanced features like touchscreen dashboards and over-the-air updates, distinguishing itself by designing and manufacturing nearly all components in-house.
The company’s success hinges on product quality and innovation, with a recent addition, the Ather Rizta, achieving over 100,000 sales within a year. Investment in expanding production capacity and charging infrastructure supports growth and wider adoption, potentially aiding India’s net-zero carbon goals by 2070 and improving air quality.
Nonetheless, Ather faces stiff competition from larger players like TVS Motor and Bajaj Auto, which offer more affordable models and dominate market share due to extensive retail networks. Additionally, supply chain issues tied to rare earth mineral shortages, exacerbated by geopolitical tensions, pose risks to scaling production. Ather’s strategic shift to lithium-iron phosphate batteries aims to lower costs and environmental impact, but profitability remains elusive as the company strives to lead India’s two-wheeler EV revolution.
👉 Pročitaj original: MIT Technology Review
