What humbling lessons did you learn from designing the exterior scooter aesthetic before solving the internal packaging?

Tarun Mehta
Replied byTarun Mehta

Co-Founder & CEO at Ather Energy

Niche: Production
Revenue: Approx. USD 22 Million/month
Location: Bengaluru, Karnataka, India
Started: 2013

We initially froze the aggressive exterior styling of the scooter to protect the consumer design language, assuming our engineering team could package components inside any shape. That decision cost us fifteen months of painful delays as we wrestled with electromagnetic interference, heat dissipation, manufacturing constraints, and service accessibility. It taught us a permanent lesson in balancing ambitious aesthetics with rigorous automotive packaging realities.

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