Ather Energy is preparing to launch its new EL platform scooter to reach mopre coustomers espacially in the affordable segment. the first model is expected around the festive season this year, and production will be supported by a new factory that will begin operations before the end of 2026.
The new plant is expected to start with a monthly capacity of about 42,000 units, adding to the company’s existing manufacturing base in Hosur as it prepares for the next phase of growth.
Ather currently sells the 450X and Rizta electric scooters, both positioned in the premium and mass premium categories of the market, leaving a gap in the more affordable segment. The EL platform is expected to address this, while also supporting cost improvements through design changes such as lower use of aluminium and simpler engineering.
The expansion comes at a time when competition in the electric two-wheeler market is intensifying, with established players such as TVS Motor Company, Bajaj Auto, and Hero MotoCorp strengthening their presence, especially in the mass segment.
Ather, which reported registrations of 238,461 units in financial year 2026, up 82%, also saw its market share rise to 17% from 11.4%, supported by network expansion and the Rizta launch.
The company doubled its store count to 700 outlets and more than doubled its service centres during the year, strengthening its reach across regions.
With the new EL platform and increased production capacity, Ather aims to compete more strongly in the mass market. At the same time, the company plans to continue growing its precense in the premium electric scooter segment.
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