Ather Energy has pulled the plug on its more-affordable 340 e-scooter. The company had previously stated that they halted the 340’s production temporarily due to low demand and to use that production line to manufacture more 450s. However, the latest announcement bids goodbye to the model and it also hints at the company shifting its focus to streamlining and scaling up production.
This will also allow the Bengaluru-based company to focus on the two new scooters it has in the pipeline for 2021. One of these scooters will be a more affordable model that is coming soon, with a price that will be closer to 125cc scooters.
Ather has an ambitious target of selling one lakh units by June 2021. But for now, the company should focus on expanding to more markets, as it is only present in Bengaluru and Chennai so far.
Ved Janve
Vishal Venugopal
Dinshaw Magol
