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India's Ather is reportedly set to launch an affordable, family-oriented electric scooter built on its EL platform. Designed as a practical package, it's aimed at competing with the TVS iQube and Bajaj Chetak.
India's electric two-wheeler competition has finally shifted to the main battlefield: the family practical segment. Ather challenging the iQube and Chetak is clear proof the market has entered its volume-expansion phase.
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Ather going this hard into the affordable price bracket really shows how much the competition is heating up.
How aggressive are they planning to get on price compared to the iQube and Chetak?
If they're going to fight in the mass-market segment, matching or undercutting these two on price seems pretty much essential.
A family-oriented model built on the EL platform - ties right back into that earlier article too.
A practical package at an affordable price - that's a shift away from their usual sporty positioning.
Calling out both the iQube and Chetak by name really shows how serious Ather is about this.
