Ather Energy Ltd, India’s leading electric two-wheeler manufacturer, today announced three major initiatives designed to address the key barriers that prevent consumers from switching to electric vehicles. The company has introduced Battery as a Service (BaaS), expanded its Assured Buyback programme to a larger customer base, and launched an Extended Comprehensive Warranty (ECW). These initiatives are aimed at making electric scooters a more accessible and worry-free choice for Indian families.
The initiatives directly address the three primary concerns that potential EV buyers face: upfront costs, uncertainty about resale value, and warranty concerns.
| Particulars | Details |
| BaaS Pricing Model | Customers pay the upfront cost of the scooter’s ‘shell’ without the battery. They can then choose a plan to pay for the battery as per monthly usage. The cost of the battery is recovered over a span of 3 to 4 years. |
| Ather Rizta Upfront Cost with BaaS | Starts at Rs 75,999 (ex-showroom Lucknow). This represents a 30% reduction in the initial investment. |
| Ather 450 Series Upfront Cost with BaaS | Starts at Rs 84,341 (ex-showroom Lucknow). |
| Monthly Plan Details | Plans start as low as Re 1 per kilometer. This pricing is based on a 48-month package with a minimum of 1000 kilometers of monthly usage. |
| Additional Benefits | Customers receive free fast charging for a year at Ather’s network of over 3300+ fast chargers across the country. |
Ravneet S Phokela, Chief Business Officer, Ather Energy Ltd, commented on the initiatives. He said,
“As the EV segment continues to grow in the country, we see customers with different needs and challenges entering the segment.” He added, “With BaaS, ECW and Assured Buyback, we aim to address major barriers that exist for customers when purchasing a new EV scooter. As one of the leading players, we stay committed to making it easier for families to experience the benefits of EVs.”
Making EVs More Affordable with ‘Battery as a Service’ (BaaS)
To address the high upfront cost of electric vehicles, Ather has launched Battery as a Service (BaaS). With this model, consumers only have to pay for the cost of the scooter’s ‘shell’ and can choose a plan to pay for the battery based on monthly usage. This aims to make Ather’s electric scooters more accessible by reducing the initial investment required for EV ownership.
With BaaS, the upfront cost of the Ather Rizta starts at Rs 75,999 (ex-showroom Lucknow), which is a 30% reduction from what customers would have otherwise paid. The 450 Series is available starting at Rs 84,341 (ex-showroom Lucknow) under this model. As part of this offering, customers are charged based on their kilometer usage, with plans starting as low as Re 1 per kilometer based on a 48-month package with a minimum of 1000 kilometers of monthly usage. Customers also get free fast charging for a year at Ather’s 3300+ fast chargers across the country.
Expanding Confidence with Assured Buyback and Extended Warranty
Ather is now extending its Assured Buyback programme to a larger customer base, building on the success of a pilot launched in February for a smaller customer cohort. The programme offers a value guarantee of up to 60% of the scooter’s value after three years and up to 50% after four years, subject to the kilometers traveled. This addresses one of the most common concerns among potential EV buyers regarding resale values.
Ather’s new Extended Comprehensive Warranty protects customers against manufacturing defects on the battery and 11 other critical components for up to five years or 60,000 kilometers (whichever is earlier). Available to all AtherStack™ Pro customers, the warranty covers components including the motor, motor controller, dashboard, and charger, among others.
Frequently Asked Questions (FAQs)
Q1: What are the three new initiatives announced by Ather Energy? A: Ather Energy has introduced Battery as a Service (BaaS), expanded its Assured Buyback programme, and launched an Extended Comprehensive Warranty (ECW).
Q2: What is ‘Battery as a Service’ (BaaS)? A: BaaS is a model where customers pay for the scooter’s shell upfront and choose a flexible monthly plan to pay for battery usage, which reduces the initial investment cost.
Q3: What is the new starting price of the Ather Rizta under the BaaS model? A: The upfront cost of the Ather Rizta starts at Rs 75,999 (ex-showroom Lucknow) under the BaaS model.
Q4: What does the Assured Buyback programme offer? A: The programme offers a value guarantee of up to 60% of the scooter’s value after three years and up to 50% after four years, subject to the kilometers travelled.
Q5: What components are covered by the Extended Comprehensive Warranty? A: The Extended Comprehensive Warranty covers the battery and 11 other critical components for up to five years or 60,000 kilometers, including the motor, motor controller, dashboard, and charger.
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