Accelerating Electric Two-Wheeler Adoption: Ather Energy CX-Driven Retail Expansion in Middle India

Key Takeaway: By weaving a seamless customer experience through strategically located Experience Centres and service touchpoints, Ather Energy is unlocking new markets in Middle India, driving EV adoption beyond metros and deep into tier 2 and 3 cities.

Electric mobility is taking India by storm. Yet, customers across Gujarat, Maharashtra, Madhya Pradesh, Chhattisgarh, and Odisha face unique hurdles—from range anxiety to unfamiliarity with electric two-wheelers. Against this backdrop, Ather Energy has embarked on a customer-centric retail expansion, crossing 500 Experience Centres nationwide. This milestone underscores how CX-driven outreach can accelerate adoption, strengthen brand loyalty, and transform rider perceptions in previously underserved regions.

Ather Energy: From First Contact to Lasting Relationship

Ather Energy Experience Centres (ECs) are more than showrooms. They serve as immersive discovery hubs where prospects can explore scooter features, test-ride on curated routes, and interact with knowledgeable staff. Early evidence suggests that this hands-on approach builds confidence among first-time EV buyers, turning hesitation into advocacy. By focusing on meaningful interactions rather than mere transactions, Ather creates emotional connections that translate into word-of-mouth referrals and repeat purchases.

Moreover, absent friction points like complex paperwork or opaque pricing, these ECs prioritize clarity. Customers can customize financing options digitally, and receive real-time status updates on deliveries via the Ather mobile app. Service alignment further cements trust: Ather Gold centres ensure prompt maintenance, while an expanding fast-charging network—Ather Grid—relieves range anxiety.

Strategic Focus on Middle and North India

While South India remains Ather’s stronghold, the company’s recent strategy zeroes in on Middle and North India, where EV penetration lags behind coastal and metropolitan markets. In just three months (June–August 2025), Ather added 101 new ECs, with more than half located in tier 1 to tier 3 cities across Middle and North India—Agra, Mandsaur, Jabalpur, Sundargarh, Vadodara, and Bilaspur among them. This rapid rollout reflects two key learnings:

First, localized retail formats tailored to city tiers accelerate discovery. In metropolitan hubs like Vadodara, Ather leverages flagship ECs with extensive test-ride tracks. Conversely, in smaller towns such as Sundargarh, lean “Ather Hubs” focus on product demonstrations and community events.

Second, integrating post-purchase support into local ecosystems drives loyalty. By partnering with regional service providers for Gold centre accreditation, Ather ensures consistent maintenance quality, even in areas with limited automotive infrastructure.

These tactics paid off: Ather’s national market share climbed from 7.6% in Q1 FY25 to 14.3% in Q1 FY26. In Middle India specifically, share skyrocketed 2.6× year-on-year to 10.7%, while South India remained robust at 22.8% (FY25 Q1).

Scaling to Tier 2 and 3 Cities

Expanding into smaller markets demands more than bricks and mortar. Ather’s omnichannel strategy leverages digital engagement—targeted social media campaigns, hyperlocal influencer partnerships, and WhatsApp-based scheduling—to funnel prospects into nearby ECs. In Nashik and Coimbatore, for example, local riders share stories of zero-emission commutes via Instagram takeovers. Similarly, city-level “Community Rides” invite curious onlookers to test scooters, fostering peer-driven advocacy.

On the backend, demand forecasting algorithms align inventory with local preferences. Data from existing ECs helps predict variant popularity—for instance, Rizta models in family-oriented towns, and the performance-focused 450 series in sports-enthusiast hubs. This prevents stockouts and minimizes idle inventory.

Innovations Elevating CX

At Ather Community Day 2025, the company unveiled CX-enhancing features that will power its next growth phase:

• EL Platform: A modular architecture designed for reliability and scalability, reducing downtime and streamlining service processes.
• AtherStack™ 7.0: Voice-enabled commands and pothole/crash alerts enhance on-road safety, translating into fewer service visits and higher rider satisfaction.
• Infinite Cruise™: Introduced on the 2025 450 Apex, this adaptive throttle feature offers stress-free commutes, especially on longer highway stretches common in Middle India.
• Rizta Z Touchscreen: A major Rizta upgrade brings navigation and over-the-air software updates to family scooter users.

These innovations reflect Ather’s commitment to continuous CX improvement—both pre- and post-purchase—ensuring that each rider interaction reinforces brand value.

Manufacturing Scale to Support CX Ambitions

CX excellence hinges on product and service availability. Ather’s dual plants in Hosur, Tamil Nadu (vehicle assembly and battery manufacturing), supply its growing retail network. A third facility in Bidkin, Maharashtra, will boost capacity to 1.42 million units annually. This scale enables:

• Shorter lead times for high-demand models in Middle India.
• Rapid rollout of new variants aligned with local preferences.
• Consistent spare parts availability for Gold service centres.

By integrating manufacturing agility with retail responsiveness, Ather minimizes customer wait times, a critical CX metric that underpins satisfaction and loyalty.

Charting the Path to 700+ Experience Centres

Looking ahead to FY26, Ather targets 700+ ECs, deepening penetration in tier 2 and 3 cities. Achieving this will require:

1. Data-Driven Site Selection: Utilizing demographic and socioeconomic indicators to identify the highest-potential locales.
2. Modular Outlet Design: Deploying cost-effective formats—pop-ups, managed partner hubs, and hybrid service-retail spaces.
3. Enhanced Training Programs: Equipping EC staff with advanced CX skills, from ride-log analytics to personalized financing consultations.
4. Community Ecosystems: Hosting local events—from student hackathons to women’s safety workshops—to position Ather as a community partner.

This blueprint blends strategic foresight with operational rigor, ensuring that expansion scales without diluting CX.

Conclusion

Ather Energy’s milestone of 500+ Experience Centres marks more than geographical growth—it signals a fundamental shift in how EV brands engage Indian riders. By prioritizing customer experience at every touchpoint, from immersive retail environments to data-informed service networks, Ather is demystifying electric mobility across Middle India’s diverse markets. As the company races toward 700+ centres by FY26, its CX-driven playbook offers a compelling template for other innovators aiming to electrify emerging regions through meaningful, human-centered connections.