Ather Energy to enter South East Asian markets by March 2021

TusharK · 24th June 2020, 10:26

According to a media report, Ather Energy is planning to enter two South East Asian markets by March 2021.

Ather Energy to enter South East Asian markets by March 2021-ather450ridingshotrightfrontquarter7d3b.jpg

It has been reported that Ather Energy has been in talks with representatives of a few undisclosed countries in the South East Asia region. However, its expansion plans were affected by the Covid-19 pandemic.

Ather believes that South East Asia would be ideal for its product as the region has good demand for electric vehicles and has an expansive charging infrastructure as well.

Ather Energy also has plans to expand into Europe and Latin America. It is also looking at setting up assembly plants in international markets.

Source

Link to Team-BHP News

sajaijayan · 24th June 2020, 12:54

Although this is great news, however, does it mean that there is no demand for Ather in India?. That is a concern. My take was that Ather was constrained by not being able to supply enough to meet the demand. But looking at export options, might mean that there is still limited demand for a fantastic product like the Ather.

MadRasTan4986 · 24th June 2020, 13:55

I don't think it's the lack of demand in India. For a company to grow it needs to expand. Let's face it, the Ather is priced quite high for someone to consider switching from a petrol powered scooter or commuter bike to EVs. Having said that, even though it's priced high, it's still good value for all the tech and performance you get.
I think this is great for Ather. For now I hope they focus on first delivering and addressing pending orders for people in India. I wish them all the luck and really rooting for them to overhaul the EV space in India and maybe beyond. BTW I'm a proud and very happy owner of an Ather 450 since Nov'19.

SID2997 · 26th June 2020, 22:35

Just my two cents, we don't know the actual behind the scenes. It is good to be a product focused company. This usually happens when the founders are from core engineering backgrounds. They are a brand in the scooter space which is on the lines of Apple in terms of the clean design philosophy. However, in addition to focussing on customer experience (Ather Space, etc.), they should be more aggressive in terms of marketing channels. Their presence is hardly felt across social media; extremely crucial for targeting Gen "Y" and Gen "Z" demographic. With Hero Motocorp backing them as one of the investors they can take up rapid expansion in terms of brand reach/equity and distribution. Product perfection is an ongoing process which needs to go on in parallel.

24th June 2020, 10:26	#1
TusharK Senior - BHPian Join Date: Jul 2017 Location: Pune Posts: 6,873 Thanked: 60,618 Times	Ather Energy to enter South East Asian markets by March 2021 According to a media report, Ather Energy is planning to enter two South East Asian markets by March 2021. It has been reported that Ather Energy has been in talks with representatives of a few undisclosed countries in the South East Asia region. However, its expansion plans were affected by the Covid-19 pandemic. Ather believes that South East Asia would be ideal for its product as the region has good demand for electric vehicles and has an expansive charging infrastructure as well. Ather Energy also has plans to expand into Europe and Latin America. It is also looking at setting up assembly plants in international markets. Source Link to Team-BHP News
	(2) Thanks

24th June 2020, 12:54	#2
sajaijayan BHPian Join Date: Apr 2019 Location: Dubai Posts: 39 Thanked: 101 Times	Re: Ather Energy to enter South East Asian markets by March 2021 Although this is great news, however, does it mean that there is no demand for Ather in India?. That is a concern. My take was that Ather was constrained by not being able to supply enough to meet the demand. But looking at export options, might mean that there is still limited demand for a fantastic product like the Ather.
	() Thanks

24th June 2020, 13:55	#3
MadRasTan4986 BHPian Join Date: Jul 2014 Location: Chennai Posts: 153 Thanked: 223 Times	Re: Ather Energy to enter South East Asian markets by March 2021 I don't think it's the lack of demand in India. For a company to grow it needs to expand. Let's face it, the Ather is priced quite high for someone to consider switching from a petrol powered scooter or commuter bike to EVs. Having said that, even though it's priced high, it's still good value for all the tech and performance you get. I think this is great for Ather. For now I hope they focus on first delivering and addressing pending orders for people in India. I wish them all the luck and really rooting for them to overhaul the EV space in India and maybe beyond. BTW I'm a proud and very happy owner of an Ather 450 since Nov'19. Last edited by MadRasTan4986 : 24th June 2020 at 13:58. Reason: Wanted to add point.
	(1) Thanks

26th June 2020, 22:35	#4
SID2997 BHPian Join Date: Jan 2017 Location: NEW DELHI Posts: 67 Thanked: 55 Times	Re: Ather Energy to enter South East Asian markets by March 2021 Just my two cents, we don't know the actual behind the scenes. It is good to be a product focused company. This usually happens when the founders are from core engineering backgrounds. They are a brand in the scooter space which is on the lines of Apple in terms of the clean design philosophy. However, in addition to focussing on customer experience (Ather Space, etc.), they should be more aggressive in terms of marketing channels. Their presence is hardly felt across social media; extremely crucial for targeting Gen "Y" and Gen "Z" demographic. With Hero Motocorp backing them as one of the investors they can take up rapid expansion in terms of brand reach/equity and distribution. Product perfection is an ongoing process which needs to go on in parallel.
	() Thanks