Ather Targets Family-Oriented Buyers With The Launch Of Ather Rizta

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Ather Rizta will go head-to-head with competitors such as TVS iQube, Bajaj Chetak, Ola and Vida V1 Pro.

To expand its customer base beyond performance enthusiasts, Bengaluru-based Ather Energy has launched the Rizta electric scooter, targeting family-oriented buyers in India. The Rizta is available in two models: the Rizta S, starting at Rs 1,09,999, and the Rizta Z, priced at Rs 1,49,999. The Rizta S features a 2.9 kWh battery with a 123 km range, while the Rizta Z has a 3.7 kWh battery with a 160 km range.

Ather Energy’s CEO, Tarun Mehta, highlighted the scooter’s spacious design, claiming it has the largest seat in the Indian market. The Rizta series marks a shift from Ather’s performance-focused 450 series, aiming to provide practical and eco-friendly mobility for families. The Rizta S and Rizta Z offer substantial storage space and come with two riding modes, Zip and Smart Eco. Ather also boasts a vast fast-charging network with over 2,400 public charging points in India.

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The company is introducing the Halo and Halo Bit smart helmets alongside the Rizta, featuring Harman speakers, wireless charging, and Ather Chit Chat for enhanced rider communication. The Rizta also integrates with Alexa for added convenience.

Since 2019, Ather has been developing the Rizta to introduce innovative features for the family segment. The scooter will compete with other electric models like the TVS iQube, Bajaj Chetak, and Vida V1 Pro. Despite its historical focus on the performance segment, Ather has seen significant growth, with retail sales reaching 1,08,870 units in FY24, resulting in a 12% market share.

Mehta noted the company’s expansion beyond niche markets, with increasing sales in tier 2 markets. The launch of the Rizta coincides with the impending expiration of the government subsidy on electric vehicles, and Ather is prepared to meet the expected rise in demand with its manufacturing capacity.

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Aryaman Raghuvanshi
Aryaman Raghuvanshi
Aryaman Raghuvanshi is a Journalist at EFY. His passion is to explore the future of mobility, which gets him to cover latest technologies shaping the future of automobiles and EVs. But, at times he writes on broader technologies too. LinkedIn: https://www.linkedin.com/in/aryaman-raghuvanshi-2431b7153

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