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Electric two-wheeler maker Ather Energy expects its newly launched Konarc electric scooter to account for 50-60% of the company’s total sales over the next two years. The company is positioning the model as a key product to expand its addressable market and encourage petrol scooter buyers to shift to electric mobility.
Ravneet Phokela, Chief Business Officer, Ather Energy, said Konarc could account for around 50-60% of the company’s portfolio in the coming years. Ather sees the scooter as an important model in its efforts to make electric scooters more mainstream.
The company focus is not primarily on taking customers from other EV manufacturers, but on converting buyers who would otherwise purchase internal combustion engine (ICE) petrol scooters. According to Phokela, the role of Konarc is to bring EVs into the mainstream by encouraging customers to move away from ICE scooters.
For customers making the transition from petrol scooters to EVs, Ather believes factors such as comfort, safety and battery life need to be addressed first. Features and technology can then become key differentiators for customers.
At present, Konarc is available only in select parts of North India, while bookings have not yet opened in central and southern markets. Due to limited production, Ather has chosen to ensure adequate supply in fewer markets rather than distribute smaller volumes across the country.
Ather expects supply constraints to ease after its new manufacturing facility becomes operational in December. However, the company expects production ramp-up to take a few months after commissioning. As supplies improve, Konarc will gradually be introduced in more markets.
Limited supply has also prompted Ather to slow down new store additions for the time being. The company currently has around 740 stores and expects expansion to pick up after the festive season. Over the next 18-24 months, Ather is targeting around 1,800-1,900 stores, while calibrating expansion to ensure dealer viability and profitability.
