Ather Energy has expanded its product line-up with the launch of two electric scooter models—Rizta and the refreshed 450—introducing a flexible Battery-as-a-Service (BaaS) pricing structure. The Rizta is priced at Rs. 76,000, while the 450 starts at Rs. 84,000 under the BaaS plan, allowing customers to pay separately for battery usage. This move is designed to make electric mobility more accessible by reducing the upfront cost of ownership, while maintaining Ather’s premium performance and design standards. Industry analysts view the strategy as a step toward accelerating EV adoption in India, particularly among cost-conscious urban commuters.
Introducing the Rizta and Refreshed 450
The newly launched Rizta targets a broader commuter audience with a balance of practicality, efficiency, and affordability. The refreshed Ather 450, on the other hand, retains its sporty appeal and advanced technology but comes with a more flexible ownership model. Both scooters benefit from Ather’s signature engineering, offering strong torque, quick acceleration, and a connected digital dashboard.
Battery-as-a-Service: Lowering Entry Barriers
Ather’s Battery-as-a-Service model separates the cost of the battery from the scooter’s base price. This structure not only reduces the initial purchase cost but also allows users to pay for battery usage on a subscription basis. The company aims to attract buyers who might otherwise be deterred by higher EV prices, while ensuring access to upgraded battery technology over time.
Market Impact and Industry Outlook
By combining affordability with cutting-edge EV performance, Ather’s latest strategy is positioned to challenge both traditional petrol scooters and rival EV manufacturers. With rising fuel prices and growing environmental awareness, the demand for cost-efficient, eco-friendly mobility solutions is set to climb. Ather’s move could accelerate the shift toward sustainable transportation, especially in metropolitan and Tier-2 cities where commuting distances align well with EV capabilities.
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