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Ather Energy: Motivating India For Smart Electric Scooter: Group 7

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ATHER ENERGY:

MOTIVATING INDIA FOR


SMART ELECTRIC SCOOTER
GROUP 7
5C analysis
Company - Ather energy
Competitor - Hero electric, Revolt Intellicorp, 22KYMCO, Okinawa auto tech, Tork
motors
Customers - People in rural and semi urban areas
Collaborator - Chinese imports of electric batteries, components,
Context - PESTLE
Political - Push by the government for only sale of e-scooters for engine capacity
less than 125.
Economic - Economy swing down on account of less growth in employment, Industry
made huge investment during shift to BS-6 engines; e-scooters, though
technological advanced, have high cost when compared to competitors.
Society - Consumer does not know much about e-vehicles;
Technological - Ather energy has the most advanced technology which includes
touch-screen and interactive dashboard, respond to applications.
Legal - Threat of imports from chinese e-vehicle manufacturers,
Environmental - E-vehicles give zero pollution
STRENGTHS WEAKNESSES

1. Comparable speed to petrol scooters 1. Charging station not available in many locations.
2. No Fuel dependency, better range than petrol 2. AE did not have any distributor or dealer to sell the
scooters. vehicles.
3. Support from government policy. 3. Niche Market with high price
4. Lithium Ion batteries didn’t support long distance travel
4. New Innovations in traditional E-Scooters(USP).
which was the need of the customers.
5. Unique dealership product distribution 5. High Upfront Cost of Scooters
6. At present, consumer waiting period is four to five
months.
7. Fuel supply are not available across India, only 150

S W
charging stations area available in India till June

THREATS
OPPORTUNITIES
O T 1. Opposition of policy which might delay the rapid
sales.
1. Niti Aayog recommendation
2. Growing market size - Penetrating the rural and semi-
2. HE had 601 dealers and expanded 325 cities.
urban area market 3. EV market was dominated by 3 wheelers(83%), e-
3. Ever-rising prices of fuel two wheeler comprised of 16.4%
4. Customers increasing preference for clean mobility 4. Big groups like Hero are present since 2007 and
5. Big groups like Hero are present since 2007 and have
have multiple products to offer with budget
multiple products to offer with budget offerings as well
6. Favorable Government policies that are advocating for a offerings as well
complete shift to electric-powered two-wheelers below 5. The big Auto lobby which includes Bajaj, TVS,
the 150cc range by 2025 Hero are against the mandate rollout of two e-
wheelers
FACTORS INFLUENCING INDIAN CONSUMERS

1. Charging stations distribution


2. Skill requirements for charging the vehicle
3. High or low maintenance required for the vehicle
4. Safety that vehicle provides.
5. The stylish looks of E-Scooters.
6. Reliability of E-Scooters while going for long drive
Consumer Persona(Traits)

Personality:
Interests:
1. Quality Conscious
1. Tech Savvy
2. Works in an Urban
2. Environmental
City
Consciousness
3. Short Distance
3. Uses Social Media
Rider

Shopping Choices: Customer Looking for:


1. Preferably an 1. Modern Mobility
Online Shopper
2. Focuses on
2. Willing to go for
Benefits over Safety instead of
Features Style.
INITIATIVES FOR FAVORABLE PERCEPTION of AE
Benefits Over Features
Eco-Friendly
AE offers high tech products which can be called
AE is focusing on clean mobility. It is the way to
premium. They can advertise it in a way to
reduce carbon emissions in the world. So doing
provide more benefits to reach out to a larger
making a good choice for the environment.
audience.

Local INDIAN Brand Word of Mouth- Customer Satisfaction


As a startup from India, they can leverage this Being a new entrant in the business AE can
trait by marketing the brand entity on each and leverage the positive and honest reviews from
every advertisement to have a POD customers to attract new customers.

Collaboration with Startups


Cutting Edge Technology and Innovation
Collaboration with startups such as a new
The young minds of Indian are tech savvy and
marketing agency so that they can synergise their
are more conformed to new technologies so they
marketing efforts while having a reliable business
are a huge potential customer base.
partnership

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