Ather Energy, India’s leading electric two-wheeler brand, is adopting a multi-pronged strategy to boost market shares. After the announcement of the third edition of its Community Day, Ather also confirmed the introduction of BaaS (Battery-as-a-Service) option for Ather Rizta and 450 Series.
The company has also expanded its Assured Buyback Program to a wider customer base, and introduced an Extended Comprehensive Warranty (ECW).
Ather’s three key initiatives target the biggest barriers in EV adoption — high upfront costs, uncertainty over resale value, and long-term maintenance concerns.
Ather Introduces BaaS for Their E-Scooters
With BaaS, customers can buy Ather scooters without paying the battery cost upfront, and instead opt for a flexible monthly battery usage plan. Pricing starts as low as ₹1 per km (based on 48-month package with a minimum of 1,000 km/month).
The BaaS option is ideal for those who cannot afford the upfront cost but can manage a monthly subscription payment plan.
This reduces the starting price of the Ather Rizta to ₹75,999 and the Ather 450 Series to ₹84,341 (Ex-Showroom), a reduction of up to 30% compared to standard pricing. Customers will also get one year of free fast charging at Ather’s 3,300+ fast chargers across India.
Assured Buyback for Resale Value Confidence
Ather’s Assured Buyback Program, initially launched as a pilot earlier this year, now offers up to 60% of the scooter’s value after three years and up to 50% after four years, depending on kilometers travelled. This initiative addresses buyer concerns about uncertain resale value in the fast-evolving EV market.
Extended Comprehensive Warranty for Long Term Peace of Mind
The new ECW covers the battery and 11 critical components, including the motor, motor controller, dashboard, and charger, for up to five years or 60,000 km (whichever is earlier). This coverage helps protect owners from unexpected repair costs and is available to all AtherStack Pro customers.
What is Battery-as-a-Service?
Ather Energy has introduced the BaaS program, giving buyers the option of owning the scooter and renting the battery separately. This pay-as-you-go system reduces the upfront purchase cost and lets users subscribe to battery usage based on daily, monthly, or distance-driven plans.
Also Read: Ather to Reveal New EL EV Platform, New Concept Models in August
Top benefits of BaaS:
- Significantly lower entry price since you don’t have to purchase the battery
- Flexible payment options based on battery usage
- No hassle of battery maintenance or replacement
- Users can scale or upgrade hassle-free without long-term commitments
Ather’s BaaS system will cater to budget-conscious urban riders and small delivery fleets, removing one of the biggest barriers to EV adoption in India. With this, the upfront cost of the EV will be reduced up to 40%. The brand will also benefit as they will be able to cater to a larger audience.
Ather Energy is currently ranked at 4th place in India’s best selling two-wheelers. With the introduction of BaaS, they are likely to boost sales and increase market share.
Also Read: Hero Vida VX2 to Offer Battery Subscription Model (BaaS)
