Ola E-Scooters – Will The Ride Be Enjoyable?
- By Dr M Rammyaa and Dr K Rajeshwari
- September 02, 2021
The rising impact of carbon footprint and deterioration of air quality have been major concerns across the globe. The state and central governments have introduced various subsidies to reduce vehicle emissions. As sustainability goes mainstream, automobile companies are investing heavily in electric vehicles that are environmentally friendly. Multinational ride-sharing company Ola has recently launched its ‘e-scooter’, and this would be a welcome move. Ola has strategised the right product, the right promotion – all at the right time. Digital access, big boot space, keyless, fast charging… all go into the right product, the Ola e-scooter! Tweet by tweet, Ola has generated excitement from ground zero till launch. Why will customers buy Ola e-scooter? How it is beneficial to the environment? Two variants, 10 colours, all contributing to the right promotional vibes! Its timing is also perfect – people have become more conscious about the environment during the pandemic.
But are these points enough? Ola’s long-term success will depend on numerous other factors such as the right price, the right supply chain configuration and formulating the right strategy to reach the target audience.
What’s the right price?
India is a price-sensitive market. The key challenge in front of Ola is to provide a new experience at an affordable cost. The majority of the two-wheeler population falls into the middle-income group segment. This segment of consumers primarily looks for a fair economical price while buying any new product. In 2021, two-wheelers sales reached 151.19 lakh units (IBEF, 2021). Scooters are available in India at a price range of INR 40,000 to INR 130,000. Ola S1 and S1 pro are priced at INR 99,999* and INR 129,999*, respectively. (*Prices may vary according to region and subsidies). The average price of a scooter today for the middle-class segment is between INR 50,000 and INR 70,000.
What’s the right Supply Chain Configuration?
The company must get its supply chain intricacies right as this important driver increases the cost. Ola is going to deliver directly to the customer. The direct model benefits Ola in the short run in reducing the advertising and overhead costs, eliminating dealership costs and working closely with consumers. Consumers also benefit from the closeness and individual care they receive from direct sales. On the manufacturing side, the direct model cuts out intermediaries, and they can follow lean inventory and save inventory costs. But the company should look holistically and balance inventory costs along with the transportation costs in the long run. Transportation costs (especially outbound costs) will be more in the direct model. Ola must learn from its previous experiences in this regard and focus on the after-sales service and support space. It’s easy to persuade the customers to buy, but the experience thereafter needs to be good too.
What’s the right strategy to reach the customers?
Understanding the mobility landscape and focusing on the right strategy to reach the target audience is one of the most important aspects of the business continuum.
The changing mobility landscape
The automobile industry is evolving fast and technology has brought a remarkable shift in manufacturing, assembling products, processes and the way we drive thanks to Industry 4.0 revolution – Internet of Things (IoT), Artificial Intelligence (AI), Machine Learning and Robotics applications. The technology revolution in the global automotive sector is known as the CASE (Connectivity, Autonomy, Shared mobility and Electrification) technologies (Deloitte, 2020). Staying relevant and up-to-date on contemporary technological innovations is key for the automobile industry.
With every passing day, new challenges and opportunities emerge.
1. Supply chain disruptions: The extended Covid-19 pandemic unequivocally affected the Indian automobile industry which was just surviving with a reverse gear in demand. During March-July 2021, the industry witnessed colossal interruptions due to semi-conductor chip shortages.
2. The transition from BSIV to BSVI emission norms: This is one of the pressing challenges that the automobile industry is facing. With changes in government regulations, it becomes difficult to sell old BSIV vehicles. This has led to a rise in the inventory of BSIV vehicles.
3. Non-Banking Finance Corporation (NBFC) Liquidity Crisis: NBFCs have been a major strength of the automobile industry as they are the key lenders for financing automobile purchases in semi-urban and remote villages where credit accessibility from the banks is normally difficult. NBFC’s liquidity crisis severely crushed many sectors, and the automobile industry is one of the major ones that it took a high toll on.
4. Urbanisation: Urbanisation poses another challenge for the automobile industry. Availability of other car rentals and non-availability of parking space in the metropolitan cities has made individuals defer their vehicle purchasing decisions.
5. Rising fuel cost: Change in GST-related tax structure, volatility in fuel prices, increased interest rates and insurance premium resulted in a steep sales drop of two-wheelers and four-wheelers. The Insurance Regulatory and Development Authority (IRDA) revised its insurance standards in September 2018, which resulted in increased insurance costs for two-wheelers and passenger vehicles (PV).
6. Growing demand for alternatives: Due to Covid-19, people may switch to personal mobility instead of shared mobility as a safety measure. Service-based models such as rental cars, pay-as-you-go models may kick-off.
Focus on the right positioning strategy
Arriving at the right positioning strategy involves recognising users’ distress areas and addressing them, in addition to providing them with key benefits.
Identifying the appropriate consumer segment is critical. Analysis of the current micro, macro-environment, market conditions, competition and economic swings is important, but the focus should be more on categorising consumers who have a high probability of purchasing e-vehicles. This entails understanding the consumer’s lifestyles, values, attitudes and buying behaviours. For instance, studying different generations provides a clear understanding of consumption behaviours during a particular period and how it differs across other age groups. It helps to appreciate how diverse formative habits, experiences and lifestyles relate to the ageing lifeycle. Usually, a generation refers to groups of people born over a span of 15 to 20 years, such as the Millennial generation. There is no definite start and end date for Millennials. Those who were born after 1980, i.e. between 1981 and 1996, are widely considered as Millennials (Pew Research Centre, 2019). The rise in the income level of Millennials and a higher variety of choices changed the mobility landscape. These particular segments dominate in terms of size as a result of a growing middle-upper class and a young populace. The evolution of the technology revolution also changed the way Millennials drive and their preference for mobility. Millennials are more conscious of being environmentally friendly; they prefer walking or using public transport due to affordability as compared to huge purchase and maintenance cost in owning a vehicle. Unlike the elder cohorts, many of the Millennials do not want to own a car; instead, they prefer scooters and shared mobility. (Deloitte,2019)
Recognising consumers’ distress points
Spotting the consumers’ pain points early will pave way for smooth penetration in the long term. For example, it takes two minutes to fill the fuel, but what about charging? Unlike conventional two-wheelers, consumers need to spend additional time for charging. Though consumers can charge in-home, Ola is also planning to put up hyper charging stations across the country to reduce the anxiety of riders.AI and customisable digital screens make consumers remain always connected, but there’s a flip side to it too. These digital screens and music apps will distract the riders during rides. Limited (two) variants, charging time, battery replacement cost anxiety and technical issues in sharing apps would also pose as shortcomings in the current options. Identifying consumers’ distress points with the current options may reveal opportunities on how to position the Ola e-scooters. Based on that, the company can create a tailored user content that will result in a greater possibility of converting them as brand evangelists for Ola e-scooters so that they will share their wonderful experiences with the public at large.
The Ola e-scooter is a potential disruptor in the mobility space. While there is a lot of excitement and eagerness to embrace the product, the organisation has to put in place a sound strategy in order for us to enjoy the ride!
References:
1. https://www.ibef.org/industry/india-automobiles.aspx assessed on 15th August 2021
3.https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/
BMW Motorrad India Launches M 1000 R Roadster Motorcycle At INR 3.35 Million
- By MT Bureau
- March 16, 2026
German luxury brand BMW Motorrad India has launched the M 1000 R roadster at prices starting INR 3.35 million. The motorcycle is available as a completely built-up unit (CBU), with pre-orders opening today at authorised dealerships with deliveries scheduled to commence in May 2026.
The M 1000 R is powered by a 999 cc water-cooled inline 4-cylinder engine, producing a peak output of 210 hp (154 kW) at 13,750 rpm and a maximum torque of 113 Nm at 11,100 rpm. The vehicle reaches 100 kmph in 3.2 seconds and has a maximum speed of 280 kmph.
The engine incorporates BMW ShiftCam technology to manage torque in the low and medium speed ranges. Mechanical components include titanium valves, camshafts and intake funnels for charge exchange at high speeds.
It features dual LED headlights and M Winglets that provide 11 kg of downforce at 220 kmph. The M Quick action throttle reduces the rotation angle required for acceleration. The rear frame and swingarm are finished in Platinum Grey metallic. Customers can also get an optional M Competition Package, which includes M Carbon wheels and GPS-Laptrigger, carbon covers for the rear wheel, chain & tank and adjustable footrest system.
The M 1000 R is equipped with a 6.5-inch TFT display and an OBD interface for data logging. Integrated riding modes include Rain, Road, Dynamic, Race and Race Pro 1-3. These modes adjust functions for the engine, traction control, wheelie control and ABS Pro using a 6-axis sensor box. The traction control system is derived from RR models.
It is available in two colour options Light White / M Motorsport and White Aluminium metallic matt.
BMW Motorrad India is providing a three-year warranty with no kilometre limit, with options for extensions to a fourth or fifth year. Roadside assistance is included as a 24-hour service.
Hardeep Singh Brar, President and CEO, BMW Group India, said, “The new BMW M 1000 R is a powerful expression of our M genetics, where a high-performance superbike meets a dynamic roadster. It is meticulously crafted for those who demand uncompromising performance both on the streets and the racetrack. With its unmistakable four-cylinder roar, the new M R is built for riders who relentlessly push their limits. This machine brings the uncompromising standards on M performance to the road, ensuring every ride is an authentic experience of power and precision.”
Zelio E-Mobility Launches 2026 X-Men+ Variant E-Scooter At INR 60,000
- By MT Bureau
- March 16, 2026
Zelio E-Mobility, an electric vehicle start-up, has launched the 2026 variant of the X-Men+ low-speed electric scooter at INR 60,000.
The e-scooter comes with a claimed 120 km range, 25 kmph max speed, 12-inch rear wheel, hydraulic shock absorbers on both wheels and is available in Black, White, Blue & Gray colour options.
It is powered by a 60/72V BLDC motor, which consumes 1.5 units of electricity per charge. The X-Men+ supports both lithium and lead batteries, with charging times of four to five hours for lithium and eight to ten hours for lead.
As is the case with most e-scooters, the X-Men+ also comes with a reverse gear & parking switch, digital display, USB charging, anti-theft alarm and central locking. It comes with a two-year warranty, while the battery is covered by a one-year warranty.
Kunal Arya, Managing Director, Zelio E-Mobility, said, “Urban commuting demands reliability comfort and ease of use and the X-Men+ 2026 variant has been engineered to meet exactly those needs. With modern styling a larger rear wheel improved suspension and a host of rider-friendly features the X-Men+ 2026 variant provides a dependable and practical solution for city riders navigating daily traffic. This launch reinforces our commitment to practical purpose-built electric mobility for India.”
Established in 2021, Zelio E-Mobility has an annual manufacturing capacity of 72,000 units and operates a network of 350 outlets across 20 states and union territories in India.
Ducati India Launches Desmo450 MX Motocross Motorcycle At INR 1.72 Million
- By MT Bureau
- March 16, 2026
Italian superbike manufacturer Ducati India has announced the launch of the Desmo450 MX, its first motocross motorcycle for the Indian market.
The model, developed through the MXGP World Championship, will be available at select dealerships starting at the end of March 2026 at a starting price of INR 1.72 million (ex-showroom).
The Desmo450 MX is powered by a 449.6 cc single-cylinder engine featuring Desmodromic distribution. It is the first production motocross motorcycle to include a traction control system designed to monitor and manage rear wheel slippage.
The motorcycle is constructed with an aluminium frame designed for rigidity and agility. Optional components from the Ducati Performance catalogue include:
- Akrapovic titanium exhaust system
- Brembo Racing brake calipers
- Machined wheel hubs and triple clamps
The company has opened bookings now with the deliveries scheduled to commence in late March 2026. It is available for purchase through the company’s four dealerships – Ducati New Delhi, Ducati VFM Bengaluru, Ducati Chennai and Ducati Pune.
Bipul Chandra, Managing Director, Ducati India, said, “The arrival of the Desmo450 MX is a landmark moment for Ducati in India. We have seen a growing passion for off-road and motocross motorcycling in the country, and we are thrilled to enter this exciting segment with a product that is pure, state-of-the-art Ducati performance. The Desmo450 MX is a testament to our racing heritage and our commitment to providing Indian riders with the most advanced and capable Ducati motorcycles in the world. We are confident that this bike will not only speak to a new generation of motorcyclists but will also expand the Ducatisti community in India into newer territories of motocross adventure.”
Royal Enfield Marks 3rd Anniversary Of Super Meteor 650 With Ride Across India
- By MT Bureau
- March 16, 2026
Chennai-based mid-sized motorcycle manufacturer Royal Enfield organised a ride across India to celebrate the third year anniversary of the Super Meteor 650, which saw participation from around 4,000 riders from more than 100 cities.
The Super Meteor 650 uses a 648cc parallel-twin engine and the chassis is equipped with upside-down front forks to manage stability and handling on highways and in urban environments.
It features 1500 mm of wheelbase, 15.7-litre fuel tank and is available in low and wide seat configuration to meet diverse rider needs.
The Super Meteor 650 features a silhouette with twin exhausts and supports a range of accessories for customisation. The anniversary event served as a focal point for the rider community, emphasising the use of the motorcycle for distance travel and group tours.
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