Why India's OG Electric Scooter Company is Failing? - Ather Energy Case Study

[@mrameezrajak]

Title is misleading, which I am afraid may make the viewers think Ather is on the fall, unless they completely watch the video. Title should be indicating how Ather has overcome so many hurdles and is on the Rise. Because Ather deserve that support from all of us.

[@saikumarravula]

An ugly battle of survivorship on YT, click baits are more likely to get views and that is forcing everyone to adopt them or perish.

[@pocketsfullofdynamite]

It is almost accurate to say the least. Every big manufacturing company has had a failing story. This company has a record of almost failing completely and consistently. One should be lucky enough to have atleast 10-20% market share currently when you compete with large and older competitors who already have major customer base. But innovation is not the only chance to make it bigger, marketing and adoption always go simultaneously. They are not in a startup ecosystem anymore. They are still at risk of losing if they just continue to please the few but miss the larger segment which they could have done in early stage.

[@sumitsagar6072]

100 percent true.. this is clickbait.. done smartly to get views

[@ragilr1]

Paid title obviously

[@Daydreamworks339]

Also I doubt Ather needs a KZbin video to teach them how to survive

[@patil88ganesh]

I am proud to say that the Ather was built when I was studying at IIT Madras and I have seen the them riding the first prototype in campus! Never ever imagined that they will grow so big!

[@xtremeworld2005]

Ola scooter is good Service centre is worst

[@Gen_Lift]

​@@xtremeworld2005main reason people are buying ola is because ola provided 8 yrs of battery warrenty but once battery is dead you'll never know when they'll replace it

[@nitwit2011]

If they fail it will be a huge setback for real Make In India. It is a Phenomenal Product...... Much Much Much Better than OLA, TVS & Bajaj. Personally driving it for past 1.5 years and No Issues at all with Charging, Range & After Sales. Their only issue is Marketing and lack of a Budget Range product. Also they initially introduced just 3 colours which was a bummer

[@Acm-zj8xc]

Their strategy is poor I have seen some of his podcast it seems arrogant to me. They are targeting only in south India where population is less. They should open multiple showroom in north specially in haryana mp up and bihar and they should have one product priced around 1.10 lakh with range around 100-110 km it would be great success for them.

[@nitwit2011]

@@Acm-zj8xc Even OLA doesn't provide that kind of mileage in 1.10 lac price bracket. My Ather 450x plus gives me 85 km and costed me 1.10 lac after subsidy. OLA strategy worked on Marketing as it had huge funding but product quality & after sales support is very poor

[@yageshgupta8598]

yes i also have Ather 450 S

[@Yash-le8vj]

Not just that. There are multiple reasons. It is premium product for Urban population, short commutes. Tier-2,3 contribute majority to the segment and electric bikes doesn't fit their needs who ride over 100-200 kms sometimes. E-bikes doesn't have secondary market which makes it much more difficult to mass appeal.

[@Acm-zj8xc]

@@Yash-le8vj no bro tier 2 and 3 cities have more ev scooter than tier 1 . Go and check sales of Okinawa and that Chinese scooters they all are being sold in small cities . If ather bring a product with 100 km it will be hit in small cities.

[@jenilsoni9519]

There’s no way Ather is a failing brand. True enthusiasts know what its worth. Ola is not an enthusiastic product, its made for the massses and to do business for Mr. Agrawal. Ather on the other hand is a true enthusiast product built by visionaries and for people who see things that the general public does not.

[@roniroy1061]

Enthusiasts are a minority and no company can rely on that for much longer. Either there turn a mass market company or just stay underrated. As mentioned by the comment above me, OnePlus is a great example of this. That's why there's now a company 'Nothing'.

[@kunalgaurav7222]

They r in loss

[@amitsawant4863]

I don't agree that it is a enthusiast product, they're product is solid, this matters in long run. There products are solid in utility. Currently there marketing is just word of mouth.

[@DukerBoyYoutube]

I am one of those who owns the 5.5lakh rupee Ather 😅. Have owned it for over 5.3years and clocked 53k kilometres. Its been a flawless scooter and I’ll vouch for it . Atleast have made over 30people I know buy one.

[@Daffodil956]

We must see these guys succeed... good job 👍🏻

[@thatguy4noreason]

Just saw your channel rn Bruh why did you stopped posting new videos You could've reached 1m+ subs by now

[@gamekida4007]

customers like you are gem

[@raghev9113]

@dukerBoyKZbin has an awesome video of him taking delivery of his OG 450. One of the best I've seen till date. And the guys know a lot about EV's - so take him seriously when he says the 450 is FLAWLESS

[@abhineogi]

You are personally responsible for them making a 1.2 crore loss. I love what you did. And if they come for an IPO, I will definitely put my money, even if it tanks.

[@kartikchakraborty2000]

Ather's focus on quality and perfection really shows in their product..I own a 450x gen 4 and I drive 70 km every day to work and back....almost 5000 km done now and the scooter has run consistent and glitch free. My buddy at the factory bought a Vida v1 pro just one week after mine and since then his scooter has ran into a whole host of issues from aux battery failure, Bluetooth failure and vehicle suddenly dipping into limp mode. Gotta say I am happy with my purchase and would love to see ather be the market leader in EV scooters..

[@toi8258]

I'm so glad I recommended Ather to my friend! He's absolutely loving it. On the other hand, another friend bought an Ola and feels like he got scammed. From build quality to customer service, Ather is far superior to Ola in every way. Totally worth it!

[@FlorianoVaz-lj5yk]

I agree with you

[@dileepgowda4556]

Ola is a scam

[@rakeshadhikari5556]

100% agree with you. Same experience with my friend. Ola is highly unreliable. So many technical glitches. It's been 3 months he bought Ola. It stops frequently, overheats and stops while charging. He had so many visits. 5 or more times repaired. Multiple visits. Still no reliability. It's like a torture.

[@brahmanandas1909]

I agree with you

[@emmanuelgutierrez8616]

I bet these are fake/bought comments

[@rajeshg3804]

TVS had an existing network. Bajaj had an existing network. Ola tried the direct delivery model. Ather is building each dealership ground up. Just take a look at their service. It is such a pleasure. Even car companies fare poorly compared to Ather. Ather is building for the long run, not for an inflated IPO. Once they have their network in place, and few more products, Rizta included, I can see a bright future.

[@jenilsoni9519]

Finally someone who gets it! Mr. Agrawal is a great businessman but Mr. Mehta is a true visionary

[@josephalex995]

This video should be the best advertisement for Ather..their journey of how it's made entirely in India from scratch, the premium quality given & the simple fact that it is the best electric scooter in the country..!!!

[@jenilsoni9519]

Absolutely. Ola wasn’t even designed and built in India.

[@Vidyasagarbb]

This is a paid video hence this is already an ad & sponsored video. Didnt the title made it obvious ?.

[@rajesh6474]

I was one of the early buyers of Ather way back in 2018. This is only vehicle which I can attach the word ''love''. I really loved it performance, "Vroooom sound'' during acceleration and overall sporty look.

[@DevKulkarni]

I believe in Ather much more than Ola.

[@moviemaniya4894]

​@Ashu_mm2028I use both. But personally I like ather. Because of their after sales service, product quality and the comfort. If you want look than go with ola. But if you like comfort, quality, services than go with Ather. You won't regret.

[@raosiddharth4726]

@Ashu_mm2028 quality

[@gamekida4007]

@Ashu_mm2028 ola is shit man, their scooty breaks down, customer service is bad. only cost should not be the concern. should you buy one ather for 5 years or 3-4 olas in 5 years

[@tulasisathyalakshimi5914]

​​@Ashu_mm2028 Bcoz ather comes with Aluminium Chasis where as Ola comes with Steel chasis Ather's Battery casing was Aluminium which is good for heat transmissions where as Ola comes with Fiber casing which is not as good as aluminium in terms of heat transmission All the Ather bikes comes up with PMS motor where as Ola except one High end model every other bike has Hub motor Ather's Battery comes up with cooling material to cool down the battery where as OLA doesn't have such system I hope this gives ur answer

[@chaitanyakumarreddy9499]

​​@Ashu_mm2028 Have you ever heard ather scooters catching fire. Till now this automotive company created the safest ev scooters

[@mdnoorain6202]

Never heard bad complaints from Ather owners. Hope the company reaches great heights.

[@wahoobootcamp]

We own two Ather scooters - Smart, Top Notch and Premium!

[@mohba01]

They've been trying to figure out idle discharge for almost a decade.

[@joshiprashant007]

Wrong Title and Wrong Click Bait

[@ubexplores2791]

Agree. Wrong choice of words.

[@saumya8407]

Nonsense thumnail

[@apptasticcoder]

Even though they are not spending much in Marketing, I am pretty sure that Aether customer base is pretty strong & happy with their product. they can be a key for this company to grow and outshine all other traditional companies. I am one of those customers who after driving 3K kms in 4 months feeling that this is a really good buy, its beautiful & its freaking fast on Indian roads.

[@Bharatiya1907]

You have got a scooter loaded with tech and quality worth 5 lakh at just 1.5 lakh. So you have to appreciate it

[@apptasticcoder]

@@Bharatiya1907 Agreed but remember only with scale the cost is going to come down. Right now our medium scale industry aka parts suppliers are comparatively weaker when compared to the German or Chinese industrial giants. To change that other companies have to start following the aether route. 5 lakhs for a Indian market is beyond reach but for overseas customers this is a steal.

[@sanajnatarajan2140]

The title is clickbait. I have tested a few Battery powered scooters. Ather stands out. Simple, functional and does its job. Am proud of this bike!

[@bla13280]

I bought Ather 450s in Sep 2023. Its not even a year old. Family is so happy with its performance. As soon as the family scooter Ritza is launched, they urged me to place a pre-booking. Anti-skid feature is the reason. I fell few times in our secondary petrol vehicle by skidding. So within the next few months, our family will have both 450s and Ritza to fulfil our needs. Solar electricity generation at home is also one of the reason.

[@ishitachandra8977]

The amount of information you put in the video making is commendable. Your channel will flourish very fastly in the near future.

[@varunchopra1455]

My reasons for buying Ather were: 1. Google Maps on the screen!!! I had newly moved to Bangalore and no use of the road network and general directions 2. Rising petrol cost. Wanted a vehicle that would be easy to use with low running cost. The other things I discovered with use. And boy how much I appreciate them. Like how nimble and agile it is while being so light and sturdy! Ather was the only company giving an all aluminium chassis with a rear monoshock. I have sooooooo much fun taking corners at speed. And oh the performance! Warp mode is love! I easily overtake 80 percent of the vehicles on the road in city traffic within 0-60 kmph. Thanks to the instant acceleration. And it’s so narrow and light. So filtering through gaps is effortless And I had a Duke 390 as my daily driver prior to this.

[@fasyed2700]

While changing battery you need to pay upfront or do you get on Easy EMIs

[@fasyed2700]

Many a times in India we get heavy rains and the level of Rain water would be up to Seat level and to Cross that area the vehicle will be submerged in Water for about 5 to 10minutes will the Battery vehicle Withstand such issues. Mainly it will malfunction and to fix it has a major cost. Hence I prefer IC Engine even on Submerging in Water it would work without major issues.

[@alileevil]

My reasons for not choosing the Ather: 1. I brought a 150 Rs phone stand for the vehicle. 2. I only spend 200 Rs per week on petrol driving 20 kms daily. It wasn't worth paying 1 lakh plus for a scooter whose battery will need replacement in 5 to 10 years. 3. I can sell my IC scooter and for at least 30-40,000. I think the resale value of a used Ather is 0 INR.

[@vairavanvairavan4844]

Do you still believe that electricity is made out of pure air, Electricity is still produced out fossil fuel

[@bharathkrishna3664]

I have booked RIZTA only because it is by ATHER. I didn't even go to other companies to buy an electric scooter because I am a HUGE FAN of ATHER and their QUALITY. ATHER are really having individual fans for their product QUALITY. Thanks for doing that and focusing on product QUALITY.

[@prashantnirmal8478]

Why??? touch screen not given in Rizta, not even in top end model toooo

[@MrFreak2424]

As an Ather user my experience is better than what I expected.. it’s a safe and smooth running vehicle and I have clocked ten thousand kilometres and vehicle runs with no issues.

[@mysalimjavid]

I'm using an ather for past 1 year. What they promised is what they delivered. Whatever features are practical. No gimmick features. No bull shh...

[@akki942200]

These ups and downs are very common for legendary companies all over the world. Tesla, SpaceX, The Boring Company, all are startups and have been through the roughest times since last decade but eventually they pulled it off because of the product's performance and not just mere marketing strategies. I myself work at a startup right here in Bengaluru and our company (Taqanal Energy) is also going through a rough phase, but if you and your team want to really pull this off, then the entire team needs to invest all the effort into the product. The marketing and other parts will just follow through. So Ather Energy will revive and be at the topmost ranks once again, not because their marketing team is better but their product's performance is.

[@milindhkashyap8050]

I used Ather to commute to my office in Bangalore and it was a dream on the streets. I saved more than 250 rupees per day when compared to by IC powered Bajaj. It is the best vehicle for a crowded city space.

[@kiranmorais8951]

Am a Fan of Ather Now after Using it for 1.5 years. An absolute Beast. The perfect machine for everyday. Don’t care what the market says, as a customer I feel if I buy an EV scooter again , it will be Ather again. It’s a Satisfaction to Drive it.

[@FlorianoVaz-lj5yk]

Absolutely

[@amolthube41]

Right..

[@akhilgeorge444]

Whoever owns ather have never regretted buying it. Hopefully in future with the technological advancement they could modify our existing scooters with a better battery pack at a low cost.

[@boomgaming]

Ather is the Apple of the scooter world, such refinement, no nonsense vehicle, watch as they bounce back!

[@apnirasoi3149]

Bhai scooter middle class and lower middle class admi chalata h rich admi ni ki mahgi scooter kharidege

[@jain-wt2ou]

​@@apnirasoi3149 there ae people, believe in quality.

[@jenilsoni9519]

⁠@@apnirasoi3149 You’re very wrong about this dude

[@lethaldose50]

@jenilsoni9519 I have not seen any celebrity or millionaire riding scooter

[@thefrustrateddoc]

What he's saying is there's a difference between Bajaj Avenger / pulsar and royal Enfield/ Duke ​@@lethaldose50

[@currentvandi8152]

Point A to Point B is needed, not a big junk of softwares or google maps, we can place mobile stand in scooter...

[@prrasanthivs227]

Longing to buy one since my school days, one day i will own this, with a proud smile that i am supporting a hundred percent Indian manufactured vehicle.

[@opzeus2570]

Not a single negative comments. Wow. Kudos Ather.. Please do recommend me which one I can buy...

[@hemantkumarbhoi2903]

I think Ather should cut their cost by removing touch screen or LCD display. Many people in our Village doesn't even use them, in ola obviously so they are moving towards normal key type ola, which is much cheaper

[@raghav90]

Yes good point. They should have a base model with no features.

[@resurrectionastroboy]

The touchscreen is part of their overall offering which bolsters their software service plans as well. And a lot of people don't know but a lot of times, touchscreens can be cheaper than needle and button interfaces. That's why you will see a lot of cars that come up touchscreens by default

[@shubhamrane7020]

How will they spy on users and collect data that can be sold to 3rd party companies? You are too naive.

[@adv.shravanvijayakumar8352]

​@@raghav90 I too agree with what you say....we just need a normal reliable electric scooter.

[@tsguy-h3q]

I personally own an Ather, and I can absolutely vouch for them. The scooter has never failed on me (not even a puncture yet) though I've done over 2200km on it. It feels light (though it's actually heavy) and is awesome to ride. The only issue right now is that family members find it difficult to get on the back seat as it's very high up and the box is too small. Otherwise perfect vehicle, very happy with my purchase.

[@Geekay_agr]

Big fan of Ather. Hope they hit it big.

[@VishalSingh-dv2vg]

No it's not failed it best EVs in India compared to other So called companies

[@skyscraper1709]

Love from Bangladesh. Ebike Enthusiast. I wish Ather tremendous success and hope it reaches us one day. Perfection is highly missing in these times. Happy that some brands/people are still trying to give their best. Love!

[@neoloaded]

Why don't they do reverse - export to Europe at European standards?

[@suhasvarna2463]

Nobody uses scooter in Europe, everyone uses car the two wheeler market doesn't exist

[@neoloaded]

@@suhasvarna2463 Then how did Ola import the technology from a European firm?

[@georgecarlinn6288]

​@@neoloadedit was made by European new college graduates who realised they cannot build a factory so they sold the all r&d design to ola

[@neoloaded]

@@georgecarlinn6288 Sure - but that also means Europe has no market for it? Not being able to build a factory and not having a market are 2 separate things? P.S.: Objective is not to argue. I don't know the full story behind the tech transfer. Doesn't seem like Europe has no market. Yes, would be small compared to India. Example - Italy is a big 2-w market (Vespa).

[@sankkham]

​@@neoloadedEurope has market bt it's a less market. It's like EV car market in India. EV cars are struggling in India. Infact Tesla is thinking to sell hybrid cars in India not EV cars

[@vgg21307]

I still remember the excitement and energy in 2015 when I spent time with Tarun Mehta during the early stages of Ather e-scooter development. We had numerous discussions about the manufacturing set-up plans in Bengaluru. Tarun showed me around their R&D centre, where the real magic happens. His passion and dedication were evident in every aspect of the development process. Interaction with Tarun and Swapnil was inspiring, showcasing the cutting-edge technology and innovative approach of Ather Energy. I knew this product would be a game-changer for Indian customers. I told the engineers, 'Indian customers will enjoy riding this e-scooter throughout its lifecycle

[@varunchopra1455]

I love my Ather gen-2!! Only gripe I have is its range. I would have liked to get gen3 instead. But then, after watching this video I’m happy that my purchase of gen2 played a small part in keeping the company afloat when it had negative gross margin.

[@RangachariSrinivasan]

I own a TVS Iqube and my daughter has Ather. Believe me Ather driving experience is far superior. it is like audi car and TVS I qube will be like ambassador.

[@harshithsadhana7475]

For car segment we have tata ( i agree they have issues but better than mahindra) For ev scooter- we have ather. In the long run ather will win. And the world will appreciate and adore its products.

[@Geekay_agr]

TATA is a legacy company. It cannot be an equivalent to Ather. If you wanna equivate something to Ather in car segment, I'd say Pravaig.

[@tigerrbharat]

Mahindra is the best…..Tata buy buy

[@Aaditya_official]

​@@Geekay_agr Pravaig ooh i heard this name a while ago thought something like freedom 251 would you like to share some updates??

[@Thenaveensanthosh]

Tata uses Stellantis engines and JLR platform. Couldn't be farther than Ather. Mahindra does everything in-house

[@sambenk649]

Since when is tata better than mahindra?

[@OverLord3693]

As others have also pointed out, Ather should make a low end version of scooters with no touch screen. They could bring down the cost of the scooter significantly to get an edge over ola. Re-brand it like "desh ka scooter" and they should see better numbers and margins

[@pratik5115]

Ather will make comeback with new scooter name : Rizta

[@bigapple5842]

Already launched. No sign of a comeback seeing their sales number. Same mistake. Too expensive for what it offers.

[@Ranjith198824]

Rizta is a big time FAIL!

[@Cristroxx]

Rizta is still in pre-booking... It's just launched, not released to the public yet

[@bohemiansoul584]

Ye India hai, yaha daam pahle dekhte hai, khoobi baad me

[@mayankgorani7090]

​@@bigapple5842bro wo abhi delivery chalu nahi huwa hai 😅

[@nithinpadmanabhan99]

I concur with Ather's strategy, which is heavily oriented towards product development. However, they should also prioritize customer attraction by enhancing vehicle range, offering promotions, implementing a buyback guarantee, and providing a hassle-free warranty on batteries, similar to Ola’s approach. Such measures could potentially drive Ather's success.

[@agytjax]

Don't sound the death knell on Ather as yet. By your own stats, the sales volume is growing with each year. What they are unable to do is to scale. With some innovative marketing and capital investment, they will tide over this challenge. They also need to make their price points attractive. Their scooters are the most expensive. They have one of the best (if not the best) product in the market and their hallmark is innovation. So long as their DNA of constant innovation is not diluted, they are here to stay

[@nitinchoudaryraavi6263]

I own ather 450x, since 1.5 year. Except the irritating belt/pully noice rest all worth buying. Its a beast in wrap mode.

[@ganeshanthiyagarajan1595]

Ather is Ev's two wheelers Apple what they gave will do what it meant for which can't be expect from other players I know this people's from earlier time I want them to rule in this field and make the country proud

[@Bharatiya1907]

Indians dnt need apple, they need redmi budget phones

[@ganeshanthiyagarajan1595]

Not every Indian like iron box with blasting experience

[@Preetham84]

Ather will never be Apple. Apple is the most profitable and successful brand and they know how to make a good product and sell them as well. Ather had near zero control on BoM which actually bombed them. So just because a vehicle is good, the company need not be successful

[@_pr0mZ]

An Apple which uses AOSP 😂

[@shaikusman536]

Awsome Ather Journey.....hats off to Team Ather.....I stongly agree with you man.....Ather must WIN the EV race....Respect from Bangaloire...Missing caleb bro.....

[@mds33483]

People keep forgetting price is king... Know your audience and understand what price are they comfortable with..... everything comes after that.

[@amllemans]

Thanks for the video 👍. I do own an Ather 450 for 1.5 years now and I must say, this thing is promised quality. But, having said that, another factor we are facing is the lack of service centre efficiency these days. People are complaining for repeated issues and mishandling of bikes thereby causing unwanted repairs after a usual free warranty service. And things like Belt are getting damaged quickly than was with the previous generation models. But all this said, i personally trust the machine and it's a part of my life now ❤

[@IAN-X]

2 yrs+, 51K kms+ saving 1,15,000+ rupees of petrol. I am one of the luckiest and proud owner of Ather 450X Gen 2, which was indeed flagship model of its time. After owning an Ather I don't find any other scooter as thrilling as this. Kudos to Ather.

[@abhishekkulal3071]

How much range in one charge?

[@VivekPatel-dt1rn]

​​@@abhishekkulal3071 merely 85-90 km. not worth it to get EV TW. I own EV my radius is tied down in 70km range only. It would be better if I purchase petrol tw new or 2nd hand. Range anxiety is always there.

[@gautamjayasurya]

The reason for Ather's struggles comes down to the perception of scooters as a product in India and in the rest of Asia. While bikes are considered cool and have an aspirational value, scooters are always a utility product. So to sell a utility product through the value proportion of higher quality is possible but difficult. Maybe marketing efforts to communicate that value proportion in terms of long-term savings on maintenance, energy etc along with how it translates to better ride experiences might turn things around.

[@dynamicvinay]

i totally 💯 agree with the statement that word of mouth has helped i myself am a proud atherite I bought my first athrrbin June 2019 and have since then bought nothing else but ather as of today I own 2 ather and already replaced my 1st ather the quality is superb and I'm so proud of owning something which is 💯 percent make in India btw I'm aghast at leatningnthat the 2019 450 ather cost of mfg was 5lacks total respect for the cofounders

[@stpm2141]

Ather is one of the best ev scooters in the world today and this has given the India’s perspective totally different 😊 to the outside world

[@lord_of_love_and_thunder]

Where in the world do we see lots of successful hardware startups ? Hardware tends to be high investment, low margin business.

[@gamekida4007]

lol, every other trillion dollar company is hardware

[@MithunOnTheNet]

"Hardware tends to be high investment, low margin business" Only once a product becomes commodotized, like TVs and TWS audio devices nowadays. Sony's PlayStation 5 has little competition, and none from China.

[@Myanmartiger921]

@@MithunOnTheNetthey literally sell ps5 slim at loss

[@manishruparel7446]

Very much fine video. It gives us information about why most EV Scooter manufacturers are importing from China rather than developing one in India. Its a Winning Strategy. But Hats off to Ather Team to really pull it off. Of course, I do not own an electric scooter nor currently looking at buying one. Still waiting for Ecosystem to settle down. Premium Segment caters to Top 20 to 25%. But u have visibility from mid segment. Bigger market share and visibility. Battery swapping is still not there. Now, Sodium Ion battery is coming into play and if technology is right, it can bring down the prices further down. Plus replacement cost is low. Just check if Battery cost is 60K for current EV 2 Wheelers with 3 yrs of Guarantee, why will we buy it ? Even if we fill petrol for Rs 1000 per month, it goes to 60,000 in 5 yrs. Whereas in EV we have to pay upfront for battery or pay on EMI increasing the Cost. So, we are happy with our Petrol vehicle currently. But Really want Ather Team and its product to Succeed as its " Made in India product, for India & for the World. " We are really proud of Ather. Honestly disliked Ola seeing there response to customer issues. Whereas Ather Team wanted consumers to love their product and it is visible in word of mouth publicity by its owners. All the Best Team Ather.

[@liveinfra6820]

When I tried to purchase an Ather, it sounded like someone is explaining an Insurance product to me! ( Ik few things about automotve world) Ownership of this vehicle is very consufing, you get this but not this, if you get that you wont get this! You cannot sustain on a business model that needs thousands os sales person explaining your product to a prospect, make it easy that people know how much they have to pay and what exactly they will get!

[@jathinreddy460]

Even as someone who owns an Ather and want them to winI agree with this. Their models and pricing are very confusing. They have to simplify it for the general audience. I think to hit big they must move beyond the tech enthusiast market. Rizta might do it.

[@BoyBombay]

​@@jathinreddy460i rode an Ola scooter recently and it was no nonsense. start and ride. i remember there being subscriptions and tiers when considering buying the Ather upon launch. just glad i did not.

[@varunchopra1455]

Just buy the top variant with all the subscriptions included. Except the service subscription. It’s worth it. You need to experience the Warp mode and then you’ll know what a huge compromise it is to settle for lower variant that does not have it. And you need to get the Google Maps subscription. That’s the whole reason for having the touchscreen display! Can’t tell you how effortless it is to overtake 90 percent of vehicles on the road in 0-60 kmph range in Warp mode. Or how many times I have taken an unknown road as shortcut to beat traffic; relying on Google maps to reroute and get me out to my destination

[@liveinfra6820]

@@varunchopra1455 How many can afford top spec? People should understand what they are getting for what they are paying.

[@Kartikmehraaa]

Also the reverse gear is fun to use in ola and how can I forget Cruise Control mindblowing man!

[@vishnuvimenon]

Ather has a reverse gear too🤷

[@Paras-vl7zf]

once I heard from a guy (who was building a startup), distribution matters more than the product itself.

[@Bharatiya1907]

What is the use if you have very good product and no marketing. Moreover they should plan scooter like tvs icube for family. Ather is good for college goers

[@vknihal11]

​@@Bharatiya1907 they already launched a new scooter for family. its called rista. The problem with ather is its very well known among enthusiast's. but very few normal people know about it

[@gautambasu1295]

I think Ather jas taken the right strategy to focus on quality and performance rather than on price and cost cutting. I didn’t know the history of Ather but now it makes me proud. We have to develop our own technology and be technology innovators to build long term sustainable business. Ather can be a showcase of the power of Indian technology development A copy cat can only copy that much. Wish Ather all the best

[@SameetPatel-jx8qg]

Faced ₹1,05,000 damage, claim rejected, and lost ₹40k. My insurance policy clearly covers the damage, yet the claim is REJECTED ‼️ This the idea of customer support from ather, worst.

[@m11nt]

That's the problem of your insurance company, not Ather.

[@lokeshwaran]

Ather is very crucial for Indian startups and an epitome of quality for a company building everything from scratch. Such companies who focus on providing true value should be entertained and not allowed to fail. Indian customers should understand this. This will create a chain effect of demanding better products from other companies too. India main much kuch bhi chalega attitude should change and be - India main sirf quality chalega

[@Mrhiest292]

Moral of the story best producer not always wins

[@spugatti]

it may take time , but never fails

[@gamekida4007]

story is just started, its not the end!

[@electronicsacademy2D2E29]

Ather looks to be an honest manufacturer with integrity, which is very rare these days. Keeping quality above all is the best move in my opinion. It's a solid product. And I know the pain of making a world class product yet not sell just because of low advertisement and infrastructure. I wish them all the best.

[@PrashanthNimmagadda]

How Ola beat Ather? 1. By scamming public. 2. By making paid promos like this video. 3. Misleading thumbnails and articles. Note: Yes, I have watched complete video.

[@kirannayak2861]

Correct

[@premkuamr6343]

Gonna complete 5 years this october with my 1.5 gen Ather 450 got in chennai in october 2019. Proud to be first batch owner of Ather in chennai. Ather also gave unlimited charge in public chargers for their 1st and 1.5 gen customers. Its to thank for being their early bird customers. 1st and 1.5gen combined from bangalore and chennai sales are around 1000-1500 scooters I guess.

[@JainxAnsh]

Those people who love quality will always go for ather and I am damn sure .

[@K-7189-be2eh]

We own ather 450x gen 2 & gen 3 , quality is top notch and didn't face any major issues and no degradation in performance.

[@cascito]

Chassis ❌ Saashe ✅

[@andrewdave1997]

The comment section makes me so happy. Ive been following Ather's work for a long time. Their dedication to product design and quality and mission towards providing the best is such a passionate engineer's motive! They're building a strong ecosystem here and no one can beat it in the coming years @ather

[@aswinr405]

Have been riding bikes an scooters quite a long, last year bought an Ather X. Its priced higher comparatively but it's worth the quality and peace of mind it offers. Speed and handling is top notch.

[@samarthchaudhari2575]

Maturity is realising ather is better then ola 👍🏻

[@milan9x]

Proud Owner of 2 Athers S450x ..and even today If I want to purchase a now I will still look for Ather... only for one reason their superior product quality.

[@atikrant]

Ather was so greedy... when I asked for a dealership in 2019, when they did not had any hero partnership they asked more then 3 cores. I been personally to ather showroom in that Era and asking dealership. no one responded perperly, they just told contact us through our website. in their website it was asking more then 3 cores for a dealership😅.

[@rakesdas]

I love Ather, riding since Mar'23 and complete more than 22000 km. Ather the name is sufficient.

[@navneetbugalia4835]

Ather is way behind Ola in R&D, check the number of patents filed by Ola in 2023 and compare them with Ather. Most people attribute Marketing behind Ola success but they fails to mentions that buying companies is not new, even Elon Musk bought tesla from someone else but it's what you do with that company. Ola electric filed the maximum patents from India in automotive space in 2023 way ahead of Suzuki, TVS,Ather, BYD(India) etc. Ather had a upper hand in R&D during early stages but now Ola,TVS, River etc are catching it. And in addition ola is building it's on cells which will further give it a edge over Ather in price .

[@babbalgts]

No. of patents dont translates to being better in R&D. Track record tells you that. Ather has 0 fire cases yet, 0 chassis breakage and better software experience as well. Think about it

[@-rate6326]

​​​@@babbalgts patents tells alot. It tell how much company is trying to innovate, patent isn't marketing trick. Fire cases are nothing if company has solid feedback system. Ola is heavily investing in vertical integration. Bhavish is smart. Ola is ahead of aether. It's not just marketing. There many peoples in my city with ola. No single fire complaint. Its not ola or ather its ola and ather

[@sssdctn4009]

What new innovation did Ola provide with all those patents? Useless music system?

[@navneetbugalia4835]

@@babbalgts filing patents shows the research intents of a company. It shows that the companies is serious about it's research and development strategy and is not for a few bucks in short run. All the automotive companies when they start and increase their production exponentially have problems, no automotive company in history is free from that. All I'm saying is People are underestimating what Ola electric brings to the table and only attributing Marketing as he only reason for its success, but guess what Hero Vida, Okinawa also did extensive marketing but they failed

[@ganeshanthiyagarajan1595]

Elon Musk only bought abandon car company to manufacture Tesla

[@sgrajaram]

The fit and finish is so good, that I couldn't believe it is from an Indian startup. It is built like the iPhone of scooters. I bought one of my son in college, it has been working well, other than for one black out when the service center needed to come home and attend. Wish them well.

[@ravit6223]

I love ather man. There is competition but one has to live that and keep continuosly improving and you never know when people will start buying your product blindly.

[@harikshore]

I think Ather is here for the long run! Now they are succeeding in producing quality vehicles at a profit margin. The market share in India might be less But think, what they can do when they start globalizing, ie. selling overseas like Tesla.. I think when it comes to export, quality is #1 and Ather's got it!!

[@shreekanth1685]

I had Ather 450 Gen1.5 for last 4 years and recently upgraded to Ather 450x Gen3.1 under the upgrade program for Gen1 owners. I definitely the product is top notch. An Ather owner will never move other scooter.

[@sathishrao7926]

I too feel for Ather and I’d like them to do well ! Each of their products is well put together..

[@CHChandanMansani]

Thank you Backstage with Millionaires for bring up such valuable video to the world.

[@nabankurkarmakar9240]

Ather for me is the best scooter from both the segments combined (ev & petrol). I hope more people get to know and ride these stylish, reliable, value for money and sustainable vehicle. ❤

[@abhayinge1641]

I personally bought this ev only and only because of quality. I am very much satisfied with some minor problems but its good.The focus of Ather should be on reducing the price .

[@SuganthanHarmless]

I have Ather for an year and drove around 9k kms. It's a wonderful product and i love it.... Customer care is also nice

[@sarathyiyengar4293]

I have been using it for the past six years. The best two wheeler I have used inmy life. I bought it from the first batch.

[@subbubmw]

Tesla went through a similar ride. If the product is great and the technology can continue to evolve, then success catches up. I trust Ather will come out strong and profitable once they figure out on lean manufacturing of components.

[@BeatfactoryIndian]

I appreciate their hard work to build and ev from the scratch. 🎉🎉

[@shivendragangwar1253]

They should integrate ZARA's selling approach. Create a product scarcity by producing fewer scooters but with the highest quality. Try making little but noteworthy and eye-catching changes that give a sense of a limited series. And when there is increasing demand, mass produce them and let the people taste them. Also sell premium subscriptions based on your IT tech.

[@abusalipermude472]

For sure Ather will be the market leader. People believe tarun as he said it is word of mouth. All the best for tharun and his team

[@technoidic_ash]

quality researched videos with nice numbers and stories is what we watch this channel for. thanks for this one guys💙

[@maheshkumarsubramaniam6647]

Really good video. Thanks for showcasing one of India's finest companies in Engg and R&D capabilities. It was really a hard move for Ather initially. However they have set the standards and they might have failed in marketing but they have really won the word of mouth..and their product shows and performs the company's potential on Indian roads today. Even yesterday before watching this video I turned and looked at an Ather 450 scooter from my car and one more person who was seating on a Honda dio also looking at that scooter when we were standing on a single(Even today the design is a head turner) . It's definitely for sure that they will succeed in future because hard times will there for every company/ person. I think these hard times are making them more stronger than ever before. My opinion is Ather is unlike any company and I don't want to compare their products with Apple in electronics... their products are unique and innovative. They will continue this wherever they venture into...!!

[@nm-nm-nm]

Hey BWM team, please cover Yulu. They have 30,000 Evs on the road. The Ceo cofounded India's first unicorn (InMobi). Yulu is also unit economics positive from day one! Its quite a remarkable story.

[@raghunadhmalla6843]

This vidoe best example of marketing......with key word 'quality'

[@anuragashah]

I have been using Ola Pro 1st Gen, I am really so much satisfied that I really want to end the ice age. Thinking of second Ola

[@pavithster]

I’ve had an Ather450x for past 1.5 years. If someone asks me for a suggestion, I’ll vouch for an Ather. It’s the best product! Even on after service, I’ve never seen any other company so much focused on the experience and quality of service.

[@vivekaaraga]

Ather cannot fail. They have ethics like TVS (restrained, humble, high performance) and make high quality products. Ola had good design at one point but their products look really cheap now. I am not a fan of Ather design aesthetic. But I have huge respect for the company and also love their innovation. Their limited edition 450 in Indium blue with clear plastic panels and orange accents is such a cool thing!

[@anindyodutta8247]

I do have a 450X ... It is an outstanding product for sure .. I wish they sold more . Many e-scooters today are priced in the 1L+ price bracket... And they should be able to hold the position of the best premium product in that category of e-scooters

[@s-qc9ns]

Not emphasizing on marketing was a noob mistake. That's why students in schools need to be taught about how businesses run.

[@piyushb143]

I'm a Ather user and I absolutely love the Ather. Their build quality, customer service, charging station availability and the speed, all are top notch.

[@adv.shravanvijayakumar8352]

I had already ordered for Ather Rizta. I am bullish on the brand Ather and would like to see it dominating Indian and Foreign Electric Scooter market.