Ather finds Kerala market enticing; looks to reap gains with new 450X Gen 3 scooter

Ather Energy cements position as the leading electric vehicle OEM in Kerala

With Kerala turning out to be one among the top three markets in terms of sales, electric scooter manufacturer Ather Energy is looking to tap a sizable number of buyers for its vehicles. The company, as per the figures of June 2022, has even reclaimed its position as the leading EV OEM in Kerala. With this as its strength, the company is looking to reap major gains with its new vehicles.

The electric scooter manufacturer has now launched its new 450X Gen-3 in Kerala. The Gen-3 of the 450 series comes with a host of new features that enhance its performance and ride quality. The 450X Gen 3 is now equipped with a bigger and more powerful 3.7 kWh battery giving a certified range of 146 km and a TrueRange of 105km. The all new Gen-3 of the flagship Ather 450X and 450 Plus will be retailed across all the experience centres in the state.

Ather Energy started to build distribution in key cities in Kerala starting with Kochi in March 2020 and then expanded to Kozhikode, Thiruvananthapuram over the next few months. The exponential demand from the state with a 25 per cent increase in pre-orders quarter-on-quarter, led to Ather Energy further expanding its retail presence in Kerala with 13 showrooms in the market – the highest ever in any state.

Ather is currently also in Thrissur, Palakkad, Kannur, Tirur and Malappuram and will begin retailing in Kasaragod, Kollam, Alappuzha, Kottayam and Pathanamthitta in the coming months. The demand especially peaked post Ather Energy’s partnership with the Kerala Blasters Football Club for the Indian Super League as official partner of the team for the past two seasons.

According to Nilay Chandra, Vice President – Marketing and Charging Infrastructure, Ather Energy, said, “Kerala has been one of Ather’s top 3 markets in terms of sales. With a 24 percent market share (as per Vahan), we reclaimed our position as the leading EV OEM in Kerala in June 2022.  Premium vehicles have always been well received in the state and the Ather 450 series offered customers a premium, well-engineered and reliable alternative to ICE scooters. The launch of the all new Ather 450X Gen 3, we believe will only assuage this demand.”

Ather looks to consolidate Kerala presence

A bigger battery pack of 3.7 kWh considerably improves the ride consistency and range of the new Ather 450X thereby offering a more refined ride experience to consumers looking for exciting yet reliable and consistently performing electric scooters. As we continue to expand our footprint across Kerala, the Ather 450X Gen 3 will be pivotal in growing the E2W segment in the state and bringing in newer customers to the Ather bandwagon, he added.

With the 450X Gen 3’s bigger and more powerful battery, riders get more consistent performance, which is achieved by better thermal management. Essentially, while riding in high-speed modes, the Ather 450X maintains its power throughout the ride, irrespective of terrain, temperature, or load. Riders will now be able to experience climbing steep inclines faster, even in ‘Ride’ mode, giving them the same levels of excitement without compromising on range.

Also, the 450X Gen 3 has a new ‘Smart Eco Mode’ that allows riders to enjoy cruising in ‘Ride’ mode whilst offering the range of ‘Eco’ mode. The upgraded version will offer five ride modes – Warp, Sport, Ride, SmartEco, and Eco. The maximum power output in Warp mode is 6.2 kW (8.7 hp).

The Ather 450X Gen3 comes with a first of its kind all-aluminium frame in the segment, perfectly balanced weight distribution, and low centre of gravity. To enhance riding performance, the 450X comes with wider rear tyres that have been fundamentally designed to offer better grip while leaning on turns and a shorter braking distance. This has been achieved by a newer compound and improved tread profile, leading to a 22 percent better grip in all weather conditions. To ensure that ride consistency and handling remain at an optimum level on the vehicle, Ather has introduced a Tyre Pressure Monitoring System (TPMS). The TPMS is also crucial to maintaining range as lower tyre pressure increases the pressure on the battery. While TPMS is an accessory, it is an essential fitment to ensure consistency in handling, performance, and range every day.

On the UI/UX front, the new Ather 450X now features an upgraded dashboard with a re-architected Ather stack and an upgraded 2GB RAM. This would greatly enhance the performance of memory-intensive applications and will unlock several features for the future like voice commands, multi-language support, heavier graphics, deeper diagnostics, and more. An upgraded RAM also means better performance in higher temperatures.

To help customers set up home charging solutions in their apartments

The 450X Gen3 now has new rear view mirrors that are 2X better in terms of visibility and 5X in reliability. The mirrors have been designed with single-cast aluminium and appear as a natural extension of the scooter to provide convenience and adjustability. The 450X Gen 3 also introduces an all-new sidestep, which has been designed to integrate seamlessly with the scooter’s design. The sidestep is made of single-cast aluminium for sturdiness and clean aesthetics and is combined with a soft rubber surface providing for a firmer grip and has been finished with a premium look. The sidestep blends so well with the design.

 The Gen-3 of Ather’s flagship variant will continue to offer a larger boot space of (22 litres), providing an ample amount of space to the customer. The scooter will carry over the 7.0-inch touchscreen system, front, and rear disc brakes with regen, 12-inch alloy wheels, a telescopic fork, and a belt drive system.        

Ather 450X Gen 3
The Ather 450X is priced at Rs 157,402 in Kochi while the 450 Plus will be available at Rs 135,892.

Ather Energy is one of the few OEMs that also invests in building charging infrastructure. The company has installed 45+ fast-charging points, Ather Grid, in Kochi and plans to add more to strengthen the charging network and make the transition to electric scooters stress-free and convenient. The company aims to add 500 Ather Grids by the end of FY22 across the country. The rapid charging network is available to all electric two-wheelers and electric four-wheelers. Ather Energy also helps customers in setting up home charging solutions in their apartments and buildings.

Ather Energy has expanded its retail footprint across key cities in India and is currently present in 36 cities with 42 retail stores. The company plans to expand to 100 cities with 150 Experience Centres by March 2023. The 450X is priced at Rs 157,402 (ex-showroom Kochi) and 450 Plus will be available at Rs 135,892 (ex-showroom Kochi) including central FAME subsidies.

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