Ather Energy registered 6,479 unit sales in June 2023. While the figure represents a growth of 101 per cent over June 2022, it is significantly lower than the previous month when it sold 15,256 units, down by 57 per cent. This decrease in sales can be attributed to the brand’s recent price hike, owing to a reduction in FAME-II subsidies. 

The start of June saw all-electric two-wheeler manufacturers substantially hike the prices of their product lineup as a result of a reduction in FAME-II subsidies for electric two-wheelers (E2W), which became effective on June 1. Among the pack was Ather, which saw an increase in pricing for its 450X lineup ranging from Rs 20,500 to Rs 30,000. In a bid to introduce a more accessible option for consumers in its lineup, the EV manufacturer also announced the conception of its new 450S scooter, which will be available at a price of Rs 1.29 lakh (ex-showroom, Delhi). 

Commenting on the June 2023 sales numbers, Ravneet Singh Phokela, Chief Business Officer, Ather Energy said “In June ’23, we delivered 6,479 units to our customers. The drop in numbers was expected, given the recent price increase on account of the lower FAME subsidy and consumers bringing their purchases forward into May. While the drop was slightly more than we’d anticipated, we remain optimistic about an industry bounce-back over the next 2-3 months. We have always been of the view that the subsidy should be phased off gradually over time so that consumers can adjust to more realistic market prices. While it impacts short-term financials, this is certainly a step in the right direction from a long-term perspective.”