In a notable twist in India’s electric two-wheeler (E2W) industry, Ather surpasses Ola Electric in September sales, edging past its former peer in monthly registrations. This shift underscores intensifying competition, supply pressures, and changing consumer preferences in the EV space.
The Numbers: How Big Was the Shift?
- According to Vahan registration data and industry reports, Ather sold 16,558 units in September, securing a 17.2 % share of the E2W market
- In contrast, Ola Electric registered only 12,223 units, with its market share falling to 12.7 %.
- This marks the first time Ather surpassed Ola Electric in monthly sales volume.
- The overall E2W registration tally for September stood at ~96,031 units, with TVS Motor leading the market with ~21.9 % share.
- Bajaj Auto rebounded to second place, registering ~17,972 units (≈18.7 %). Moneycontrol
What’s Behind Ather’s Surge & Ola’s Slide?
1. Product Strategy & Focus
Ather’s more recent product pushes—especially its family scooter Rizta—have resonated with a broader buyer base. Meanwhile, Ola faces challenges in consistently meeting delivery expectations and maintaining brand momentum.
2. Supply Chain & Production Bottlenecks
The EV industry is grappling with rare earth magnet shortages and export restrictions from China, which have constrained production for many players. These constraints may have hit Ola’s ability to scale deliveries, giving Ather an edge where its supply chain has been relatively more resilient.
3. Demand & Market Sentiment
Ola’s registrations dropped ~35% month-on-month, indicating weakening demand or logistical hurdles. On the other hand, Ather’s decline in registrations was more muted and controlled.
4. Shift in Consumer Preferences
Some buyers may prefer scooters with robust after-sales networks, predictable service, and realistic delivery timelines. Ather’s increasing retail footprint and customer service focus may be paying off.
Implications for the EV Ecosystem
- Brand Perception & Confidence: Surpassing Ola in monthly sales is a major boost to Ather’s branding and investor confidence.
- Competitive Pressure on Ola: Ola will need to re-evaluate its supply chain, delivery efficiency, and product differentiation to regain ground.
- Rising Stakes for Others: As Ather climbs, other players like Hero, BGauss, and Pure EV may double down on innovation to stay competitive.
- Market Reordering: The E2W market is showing signs of a shakeup, where dominance is less stable and execution counts.
