Ather Case Study: Understanding EV User Perceptions
Why some riders love Ather, while others still choose petrol
Introduction
Electric two-wheelers in India are at a turning point. Ather, one of the earliest and most recognized EV players, has earned a reputation for design, technology, and performance. But despite this, EV adoption is far from universal.
In this case study, I explore user perceptions of Ather and competing brands, based on real interviews. The goal: to uncover what drives adoption, what holds people back, and how Ather can accelerate growth.
🎯 Research Goals
We set out to answer three key questions:
How do users perceive EVs in terms of design, performance, and technology?
What motivates users to buy or switch to an EV?
What are the pain points and barriers for Ather scooter buyers and potential buyers?
👥 User Interviews: What We Heard
🚀 The Fans (Ather Owners)
Trusted Ather’s brand and technology.
Impressed with speed, design, and advanced features.
Found charging convenience manageable with home setups and growing infrastructure.
Positive experiences with portable chargers and service support.
🛑 The Fence-Sitters (Considering EVs)
Recognize EVs as innovative, but fear:
Lack of charging infrastructure
Safety concerns (influenced by OLA fire incidents)
High upfront costs (≈1.4x petrol scooters)
Limited variants compared to petrol options.
⛽ The Petrol Loyalists
Choose brands like Honda Activa, Suzuki, TVS Jupiter for budget, reliability, and convenience.
Concerned about range anxiety and battery issues.
View petrol vehicles as more practical and trustworthy right now.
🔑 Insights
Infrastructure Gap – Charging stations remain the biggest barrier.
Awareness Gap – Many potential buyers outside metros don’t even know Ather exists.
Perception Gap – Safety fears and lack of EV knowledge create hesitation.
Product Gap – Limited models and higher costs make petrol scooters seem like safer bets.
🚀 Strategic Recommendations
Educate Users – Run EV awareness campaigns and community workshops to reduce misconceptions.
Boost Visibility – Expand physical store presence and demo test rides in high-footfall areas.
Highlight Safety – Lean into Ather’s zero-incident record compared to competitors.
Expand Product Range – Launch variants that cater to different price points and riding needs.
Leverage Social Proof – Promote positive customer reviews and testimonials widely.
✅ Conclusion
Ather has already captured the imagination of early adopters. But to truly scale, it must close the infrastructure, awareness, and perception gaps. By focusing on education, visibility, and affordability, Ather can lead the EV transition and win over the skeptics.
The lesson here: EV adoption isn’t just about performance — it’s about trust.