Ather Konarc Could Contribute Over 50% of Sales in Two Years: Details

Ather expects the Ather Konarc to account for more than half of its sales within the next two years. The Bengaluru based EV maker sees the new electric scooter as a key step towards attracting mainstream buyers.

Rather than mainly targeting customers of other electric scooters, Ather wants to convert petrol scooter users. The Konarc starts at Rs 99,999 (ex showroom) and comes in six variants. However, its availability remains restricted to selected parts of North India. Wider supplies are expected after production increases following the festive season.

Ather Konarc aims beyond the EV market

Ather Chief Business Officer Ravneet Phokela said the Konarc has a wider role than simply competing with other EVs. The company wants to bring buyers who still use internal combustion engine scooters into the electric segment.

Ather believes comfort, safety and battery life will be important for these customers. Features and technology are expected to become secondary considerations after these basic requirements are addressed.

This puts the Konarc in competition with both electric and petrol scooters. Its top rivals include the TVS iQube, Bajaj Chetak, Vida VX2, and TVS Orbiter.

Six variants sit around Rizta pricing

The Konarc is offered in four S variants and two Z variants. Four of its six variants are positioned close to the Ather Rizta in pricing.

Ather says the Konarc also delivers higher margins than the Rizta despite having a lower entry price. The scooter starts at Rs 99,999. The new model uses a tubular steel chassis instead of the aluminium chassis found on the 450 and Rizta. It also gets a gearbox instead of the two stage belt transmission.

Ather has combined the charger and motor controller into a single unit. These changes form part of the simpler architecture used for the Konarc.

Availability remains limited for now

Ather currently supplies the Konarc only in selected North Indian markets. Bookings have not yet opened across central and southern India.

The company expects supply to improve after its new manufacturing facility begins operations in December. Production will still take several months to reach higher volumes.

Ather currently has around 750 outlets across its network. It plans to accelerate showroom expansion after the festive period.

The company is targeting around 2,000 stores over the next 18-24 months. Expansion will depend on maintaining viable and profitable dealerships.

What this means for scooter buyers

The Konarc's sales target will depend partly on how quickly Ather expands production and availability. Buyers outside its current markets may have to wait for bookings to open.

Its positioning also gives buyers another option beyond traditional petrol scooters and existing electric models. The bigger test will be whether the Konarc can persuade everyday family scooter users to switch to an EV.

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