THE PAST: Ather Energy started 10 yrs ago making scooters. The vision they had was laser sharp – they wanted to make the fastest scooter in India. Until Rizta all they did every year was just that.

Almost every 18 months-2yrs they launched a new model that was faster than the previous model.

Rizta changed all that … it was like a scooter from a completely new company… of all the scooters that Ather has made we at PlugInCaroo like Rizta the best… the colours the design… smart combo helmets… the compatibility with the smart… the way it charges the helmet… too good too amazing.

Ather eMotorcycle: The reason why Ather NEVER built a motorcycle is very, very silly because Ather scooter is in fact a Motorcycle with

12 inch wheels, smaller wheelbase and smaller shock-absorbers.  It has basically all the disadvantages that a scooter has over a motorcycle.

If a hubmotor escooter maker didn’t want to make an eMotorcycle then its understandable… but a mid-drive-motor scooter maker refusing to build an eMotorcycle is really strange, because it has everything that a motorcycle has…  the mid-drive motor… belt/chain drive.

Just by changing from a 12 inch wheel scooter to a 16 inch wheel Motorcycle could increase the range because one revolution of a 16 in wheel will cover longer distance than one revolution of 12 inch wheel. So every revolution would make the Ather eMotorcycle travel longer distance than Ather eScooter.

THE PRESENT: Now that Ather has done well at the IPO … luckily because of lack of Retailers because of which its share prices are holding up well.

Retail Investors have the bad habit of selling the shares the next day the market opens . They call this “Booking Profits” or “Stop Loss” or sell even if in loss to try their luck in another IPO. They look at IPO like a lottery. They trade more than they invest.

Retail Investors are VERY-VERY-VERY HAPPY if they get more than 5%-6% the bank’s Fixed Deposit Rate.

Now that Ather is talking about building the Electric Motorcycle there is a chance that it can do the kind of stuff which Ather really had the potential.

Scooter was too small, too limiting and too restricting a product to let Ather fly.

For eg: It doesn’t make any sense to have a 3L scooter… but you can have a 3L motorcycle. People will buy it. You cannot have an expensive subscription for a scooter buy you can have an expensive subscription on eMotorcycle.

ABOVE ALL WITH eMOTORCYCLE THE CUSTOMERS HAVE A CHOICE.

The people might come to buy the motorcycle… but end up buying the top model scooter… or some might come to buy a scooter but end up buying a top model motorcycle because the cash saved from buying petrol can be used to buy a better vehicle.

In motorcycles there are different as models… it can be:

·  Standard Bikes – Simple, versatile motorcycles with a balanced riding position, good for everyday commuting and general use.

·  Cruisers – Designed for relaxed riding with a low seat height and forward-placed footpegs. Harley-Davidson bikes are popular examples.

·  Sport Bikes – Built for speed and agility, featuring aerodynamic designs and a forward-leaning riding position.

·  Touring Motorcycles – Larger bikes with comfortable seating, much longer range, and luggage space, perfect for long-distance travel.

·  Off-Road (Dirt Bikes) – Lightweight bikes with high suspensions, built for rugged terrain and off-road adventures.

·  Café Racers – retro aesthetic, inspired by racing bikes from the past.

·  Choppers – with extended front forks.

·  Moped Style.

This is something you JUST CANNOT HAVE in scooters.

THE FUTURE: If Ather is willing to be more creative and launch multiple models of motorcycles then it could get very interesting.

Ather has to move fast… very fast and not like stick to one scooter for 10 yrs… as they did in the past. If they do it that way then it could get difficult because it is already getting sandwiched between Ola Electric on the lower side and Ultraviolette on the upper side.

Then there is that SERIOUS DANGER of Petrol 2Wheeler Companies coming out with ELECTRIC VERSION of their existing Petrol Motorcycles… something like a Electric Pulsar. Such a thing could be a very serious threat for both Ather, Ola and also for the Petrol 2Wheeler Companies & Dealerships.

Then there are other companies already eating into the eMotorcycle market pie… companies like Tork, Revolt, Oben Ror, WardWizard, Tunwal TZ and Joy Electric among others.

The time for eMotorcycles has long gone…  Ather must build eMotorcycles… but Ather has to seriously consider moving into different market altogether… somewhere there is less competition… something like making:

• eTrikes,
• eRickshaws,
• electric fishing boats,
• drone-Taxies,
• drone-delivery, etc.

These could be easily possible for Ather as they have a very good R&D team.

If Ather could deliver one such product every 2^nd year then it can really consider itself to becoming the Apple of India. A dream both the Ather Twins – Tarun & Swapnil set out to achieve.