Ather Energy kicks off retail operations in Kozhikode

by Autocar Pro News Desk , 24 Jul 2021

In line with its strategy to expand its retail footprint across key towns and cities in India, smart electric scooter maker Ather Energy has opened its latest retail outlet in Kozhikode, the second largest city in Kerala.

Set up in association with Crux Mobility, the Ather Space showroom and experience centre will house the Ather 450X and the Ather 450 Plus, which are available for test rides and purchase. This marks the third new retail outlet opening for Ather in July, following its first one in New Delhi on July 3 and in Trichy, Tamil Nadu four days later. This is Ather Energy’s second experience centre in Kerala after Kochi.

Ather Space essentially is a dynamic, tactile and interactive space which offers customers an opportunity to learn about every aspect of the vehicle and provide a complete overview of the various parts with a stripped-bare unit on display.

Ather Energy inaugurated its first experience centre in Bangalore in June 2018 and later expanded its base with a bigger experience centre in Chennai. Earlier this year, Ather expanded its presence across 16 cities, including Mumbai, Pune, Hyderabad, Kochi, Ahmedabad, New Delhi, Trichy, Vizag, and Jaipur.

The EV maker, which is also going about setting up its own charging AtherGrid infrastructure, has installed four fast-charging points at Velliparamba, Mavoor Road, PT Usha Road, and West Nadakkave. It plans to add 8-10 more charging points to strengthen the charging network to provide smooth and stress-free rides for EV owners in the city. Ather Energy also helps customers in setting up home charging solutions in their apartments and buildings.

Ather expects demand for its EVs to grow in Kerala, which has introduced various policies that offer special incentives and subsidies for EV adoption. These include reduction in motor vehicle tax for electric, fuel cell, and full hybrid battery electric vehicles (EV) to planning a robust charging infrastructure.

After factoring in the recent FAME II subsidy revision, the ex-showroom price of the Ather 450X is Rs  147,087 and Rs 127,916  for the Ather 450 Plus in Kozhikode. Compared to the total cost of ownership of a comparable 125cc scooter, Ather  says 450X and Ather 450 Plus owners can breakeven their investment in 18-24 months and will begin to save nearly Rs 2 per kilometre in the years after.  

Commenting on Ather’s newest dealership, Ravneet Phokela, Chief Business Officer, Ather Energy, said: “Our second experience centre in Kerala is a result of the response that we are getting from the market since our launch in Kochi. There has been a rise in the test ride requests that we are receiving from other parts of Kerala including Kozhikode. The awareness and acceptance of EVs in Kerala is high and with the FAME II revision, the adoption rate of EVs will further increase in the coming months. After Kozhikode, we are likely to be in 3-4 more cities in Kerala by the end of the year.”


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