Electric scooter maker Ather Energy today opened its first retail showroom in India’s financial capital today. Located in the premium location of Bandra, the Bangalore-based OEM has begun deliveries of its Series 1 scooters from its Ather Space experience centre, which is operated by Kamal Motors.
Exactly a year ago, on January 3, 2020, Ather Energy had announced plans to take Ather Space, its flagship experience centre format, across key cities like Hyderabad, Mumbai, New Delhi and Pune, amongst other Tier-1 cities. To fast track this expansion, Ather had invited dealer partners to set up these experience centres across these cities.
In October 2020, the company had announced its dealer partners for Maharashtra and Gujarat. The OEM said it aims to bring a premium retail experience that Ather Energy has built through company-owned experience centres will now be delivered through dealer partners. This required collaboration with progressive dealers with experience of premium products and a deep understanding of consumers in their respective markets. To that end, Ather Energy has collaborated with Kataria Group in Ahmedabad, Kamal Motors in Mumbai and BU Bhandari in Pune.
What is Ather Space?
Ather Space essentially is a dynamic, tactile and interactive facility designed to educate customers about electric vehicles (EVs) while providing a holistic experience in an interactive space. EV aficionados can ride the Ather 450X and get an in-depth view of the product and its features before pre-ordering the electric scooter.
With a naked scooter on display, visitors get an opportunity to learn about every aspect of the vehicle and witness the engineering and mechanical efforts that have gone into manufacturing it. Further, they can learn and interact with the intelligent and connected features through a digital display.
The automaker will design the retail space and experience for its dealer partners, with a focus on its holistic experience-led model.
The automaker will design the retail space and experience for its dealer partners, with a focus on its holistic experience-led model. These experience centres will allow prospective consumers to test ride and get hands-on with Ather’s intelligent & connected product portfolio. The company currently operates Ather Space in Bangalore (Indiranagar) & Chennai (Wallace Garden Street).
Interview with Subhash Desai: ‘We are very keen to set up an electric vehicle manufacturing hub in Maharashtra.’