Ather Energy has postponed the launch of the entry-level variant of its Konarc S 100 to Q4 of FY2027. The company had originally planned to launch the cheaper variant in the first quarter of 2027.
“We don’t want to dilute the sales of our high margin variants by pushing the budget variant too soon,” said Tarun Mehta, CEO, Ather Energy. Given that the company is struggling to meet demand with its current production, they seem to be prioritising variants which will provide better margins.
It shows the difficulty faced by companies in the electric two-wheeler space. While it can help boost the brand’s reach by having an entry level variant, if they are unable to scale production then they will be taking away resources away from their current variants which are providing better margins.
The Konarc S 100 will act as an entry-level option for the company’s electric two-wheelers. It can attract those who are interested in the brand but want a cheaper option however due to the delayed launch, potential customers will have to wait longer to get their hands on the cheaper model.
In the short term, it seems as though Ather are focusing on scaling up production so they can meet demand. This can help them boost deliveries while ensuring they aren’t losing out on profits.
This shows how important scale has become in the Indian electric two-wheeler market. With increased competition and companies targeting specific price points, companies need to ensure they have enough scale.
The fact that the Konarc S 100 is now set to launch in Q4 of FY2027 shows that Ather are willing to delay a cheaper option rather than lose out on sales of their high margin variants. More information on the pricing, specs and delayed launch date of the entry-level model remains to be confirmed.