Why did Ather decide to incorporate a metal body on the Konaq despite engineering preferences?

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

While lightweight composites remain technically superior from a pure engineering standpoint, traditional petrol scooter buyers perceive metal body panels as the ultimate benchmark of durability, solid construction, and familiarity. Because the primary strategic goal of the Konaq is to convince traditional internal combustion engine owners to switch to electric, we embraced metal body styling to eliminate consumer hesitation.

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