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 15^th August 2021

2.https://www2.deloitte.com/us/en/insights/industry/automotive/industry-4-0-future-of-automotive-industry.html

3.https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/

4.https://www2.deloitte.com/content/dam/Deloitte/au/Documents/consumer-industrial-products/deloitte-au-cip-global-automotive-consumer-study-2019-110221.pdf

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Goa will host Motoverse 2025, an annual moto-culture festival, from November 21–23, 2025. The event is a gathering for riders, enthusiasts and industry professionals.

Motoverse 2025 will feature custom motorcycle builds and new innovations, including the Flying Flea and the Himalayan Electric test bed. The festival plans to debut new products and initiatives. A structured club championship will be introduced for the Dirt Track events. The Art of Motorcycling will conclude with a finale and the Motoreel stage will host industry figures and adventurers.

The festival will incorporate a split-stage music format. The Main Stage will feature acts like Hanumankind, The Yellow Diary and Parvaaz. The lineup includes a collaboration between Kutle Khan and Karsh Kale. The festival also announced its first international electronic music act. The Hilltop Stage will highlight a new generation of independent artists.

A new concept, Motohub, will provide a dedicated space for riders to connect. It will feature film screenings and interactive zones. The event will also offer group registration incentives for riding crews to promote community participation. Motoverse 2025 will conclude with an awards ceremony recognizing achievements within the motorcycling community.

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Hero MotoCorp has launched the all-new Glamour X 125, positioning it as India’s ‘most futuristic’ 125cc motorcycle at prices starting INR 89,999 (ex-showroom Delhi) for the Drum brake variant and INR 99,999 (ex-showroom Delhi) for the Disc brake variant.

The company said the launch of Glamour X follows the success of the Xtreme 125R, which now features several first-in-segment innovations, including the world’s first Low Battery Kick Startability, powered by the new AERA (Advanced Electronic Ride Assist) Tech. The bike also introduces a Ride-by-Wire system for precise throttle control, Cruise Control for relaxed long-distance riding, and three distinct ride modes – Eco, Road and Power. Additionally, a Panic Brake Alert system enhances safety by warning trailing vehicles during emergency stops.

From a design perspective, the Glamour X 125 has a muscular stance with sharp lines and a signature 'H' full LED lighting package. The advanced Multi-Colour LCD instrument cluster includes Bluetooth connectivity, Turn-by-Turn Navigation and a gear position advisory.

Powering the motorcycle is the new Sprint-EBT engine, which produces 11.4 BHP at 8250 RPM. This engine is designed for a combination of performance, refinement, and fuel efficiency, featuring a silent cam chain and a balancer shaft to minimise noise and vibration. The bike also offers a comfortable riding position with a wide handlebar, enhanced pillion comfort, and a USB charging port.

Ashutosh Varma, Chief Business Officer, Hero MotoCorp’s India Business Unit, said, “The 125cc segment continues to be a growth engine for the motorcycle industry, attracting both the aspirational first-time buyers and value-conscious upgraders. While the Xtreme 125R leads in performance and the Super Splendor in fuel efficiency; the new Glamour X introduces innovative technology, first-in-segment features, and a bold new striking design. This strategy expands the brand’s reach across various sub-segments; boosting volumes and market share while further strengthening the company’s leadership.”

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Pune-headquartered automotive major Bajaj Auto marked India's 79th Independence Day with 'The Great Indian Ride', an event that brought together Chetak riders for a cultural parade in Bengaluru on 16 August 2025. The ride was a celebration of patriotism and heritage, uniting generations of riders.

More than just a scooter rally, the company stated that 'The Great Indian Ride' was a tribute to the values that have shaped both India's progress and the Chetak's legacy of innovation. A diverse group of riders, including Chetak owners, brand friends and influencers, rode through historic routes like MG Road and Netaji Road, making stops at national landmarks such as Freedom Park. The riders were dressed in traditional Indian attire with tri-colour motifs, bringing the city to life.

The ride concluded with a memorable finale. All the Chetaks were parked to form the number '79', and the national flag was hoisted, creating a striking visual from a bird's eye view. The event established the Chetak as a cultural movement rooted in Indian values, rather than just a product. It was designed to be visually iconic and emotionally resonant, redefining the role of scooters in Indian mobility by associating them with pride and national identity.

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India Yamaha Motor, one of the leading two-wheeler manufacturers in the country, has updated its 125cc Fi Hybrid scooter range with new features and colour options.

The company’s hybrid scooter lineup now features the ‘Enhanced Power Assist’ function, which delivers high torque, stronger acceleration and performance. Powered by a high-performance battery, the function allows users to squeeze more power from the scooter, which will be useful when starting from standstill, carrying loads or climbing inclines. The scooters continue to be equipped with the Smart Motor Generator (SMG) technology, Silent Start and Stop & Start System (SSS) tech.

Furthermore, the Fascino S scooter now features a Colour TFT Instrument Cluster equipped with Turn-by-Turn (TBT) Navigation, using smartphone connectivity through the Y-Connect app. It is also integrated with Google Maps to support Turn-by-Turn (TBT) navigation.

In terms of colour options, the Fascino S 125 Fi Hybrid, is now available in Matte Grey colour option, while the disc-brake variant gets Metallic Light Green and drum-brake variant gets Metallic White options. Alongside, the RayZR 125 Fi Hybrid Street Rally is offered in a Matte Grey Metallic hue, and the RayZR 125 Fi Hybrid disc variant features a Silver White Cocktail shade.

Itaru Otani, Chairman, Yamaha Motor India Group, said, “Yamaha’s 125cc Hybrid scooter range has consistently delighted customers with its dynamic styling, superior comfort, and fuel-efficient performance. The introduction of the new ‘Enhanced Power Assist’ function marks another step forward in enhancing everyday riding convenience and instilling greater confidence among commuters.”

“Further elevating the appeal, the launch of new colour variants brings a refreshing vibrancy to the entire scooter lineup. These updates are a direct reflection of the insightful feedback received from customers through our various engagement platforms. We are confident that these thoughtful upgrades will resonate strongly with our customers and continue to strengthen Yamaha’s presence in the 125cc scooter segment,” he said.

The scooters continue to be powered by Yamaha’s air-cooled, fuel-injected (FI) and 125cc Blue Core Hybrid engine. The Fascino S and RayZR Street Rally variants additionally offer the Answer Back feature and LED Daytime Running Lights (DRL). 

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