Ather Says EV Market is Going Premium: Why Under ₹1 Lakh Expectation No Longer Fits India’s EV Future
Ather Energy is gearing up for its next big leap in India’s EV market with the introduction of the all-new EL01 platform, a versatile architecture designed to power the company’s future two-wheelers. Unlike a single scooter launch, the EL01 platform opens the door for multiple vehicle formats — scooters, bikes, and even low-cost commuter EVs — all built on a shared foundation.
What is the Ather EL01 Platform?
The EL01 platform is an end-to-end single-body structure that can adapt to different vehicle types and price points. This makes it one of the most flexible and cost-efficient EV architectures in the industry. Whether it’s a premium scooter packed with advanced tech features or a budget-friendly daily commuter, Ather plans to roll out multiple models without compromising on performance.
Key Highlights of the EL01 Platform
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Versatile Design – Can support scooters, bikes, and different cost segments.
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12-inch & 14-inch tyre options for city and performance variants.
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Tech Features are Modular – Users could see customizable features that can be added or removed depending on the price segment.
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Future-Ready – Designed to host both premium EVs and affordable entry-level models.
Not Just Another Scooter
Ather has clarified that this is not a ₹1 lakh below scooter project. Instead, the EL01 platform is a strategic move to scale its portfolio, similar to how global EV players design modular platforms for multiple models. The idea is to reduce costs, simplify production, and launch a range of EVs across different categories without developing each one from scratch.
Launch Timeline – Still Under Wraps
While the company hasn’t confirmed when the first scooter under EL01 will hit the market, industry insiders believe Ather could use the platform to introduce both a mass-market commuter scooter and a premium lifestyle EV. With competition heating up from Ola Electric, TVS, and Bajaj, the EL01 platform could be Ather’s ace to capture both the volume segment and the premium market.
Industry Analysis: Why EL01 Matters
The Indian EV two-wheeler industry is moving toward platform-based manufacturing, where one base supports multiple products. Ola Electric follows this model with its S1 range, and now Ather seems ready to do the same. This not only reduces manufacturing costs but also helps OEMs roll out new models faster.
If Ather executes this strategy well, the EL01 platform could become the backbone of India’s most diversified EV lineup, helping the brand scale production and potentially challenge Ola’s current dominance.