Ather Energy, has announced its plan to enter the Auto Hub of India, Chennai, in June 2019. On the heels of its announcement of launching in multiple cities this year, Chennai is the second city the company is entering after its commercial launch in Bengaluru in 2018. With this, Ather enters its rapid expansion phase, and plans to be in 30 cities over the next couple of years.
As in the case of Bengaluru, Ather Energy will be introducing both its products 450 and 340, along with setting-up its public charging infrastructure, Ather Grid, across consumer-friendly locations such as cafes, malls, tech-parks, gyms, etc. To encourage adoption of EVs in the city, Ather Energy has announced free charging at Ather Points for all electric vehicles for the first 6 months. Ather’s electric and intelligent scooters bring ease of access and convenience to their owners by allowing them to identify charging point locations and their real time availability through the Ather Grid app. This unique model is currently existent in Bengaluru with Ather Grid up and running at 24 charging locations with 31 charging points.
After witnessing tremendous success in Bengaluru with stocks of Ather 450 being sold out till September 2019 in Bengaluru alone, the company today has opened its early access privileges to Chennaites and the rest of India as it ramps up. The “Pre-Order Interest” option on the company’s website gives consumers priority deliveries, early access to book the Ather 450 & Ather 340 and invitations to exclusive events and test rides.
Ravneet Phokela, Chief Business Officer commented on this development by saying, “After a successful launch in Bengaluru, we are expanding across the country starting with Chennai. The launch in Chennai is like a homecoming for Ather, as the organization was conceptualised at IIT Madras. We have already started receiving pre-order interest from enthusiasts on the website. As we enter this exciting market, we are looking at extending the same go-to-market strategy that we employed in Bengaluru, starting with accepting pre-orders, setting up of the charging infrastructure and the Experience Center, followed by the delivery of vehicles.”
Ather Energy reiterated its commitment to developing India’s charging ecosystem by announcing its pan-India association with Godrej Nature’s Basket recently. The partnership will see Ather Energy setting-up its charging stations – Ather Point – at Godrej Nature’s Baskets’ 35 odd locations across the country.
Holding a special place for the company’s founders and IIT Madras graduates – Tarun and Swapnil, Chennai has become a hotbed of innovation and technology. It was during their time at the institute that the founders decided to build electric scooters instead of battery packs to address the influx of substandard EVs flooding the Indian market.