THERE'S NO MISTAKING that peculiar electronic whistle that an Ather scooter leaves in its wake. It's a sound we should all get used to because, according to the brand, electric scooters will be the norm by 2027. In fact, the statistics are pretty encouraging even today; one in every ten scooters in the country is electric. The number would be higher were it not for the massive chip shortage that's left the sector with a supply crunch. Still, as far as Ather is concerned, the numbers are pretty solid. Since June 2021, the brand has experienced 800 percent growth, going from selling 300-odd scooters a month to over 3,300 scooters. And it's done this on the back of its flagship product: the Ather 450X.
There's a new one out now-except it's a lot like the old one. At least on the surface. Given that the competition has upped the ante, at least on the power front, the third-generation 450X now has to pack a bit more power, more range, a smoother interface, and better thermal management to qualify as the country's best-performing e-scooter.
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
THE FUTURE SOUNDS LIKE AT EEZ
The Coachella-slaying, multi-language-singing, genre-obliterating members of Ateez are quickly becoming load-bearing stars of our global pop universe.
DEMNA UNMASKED
He's the most influential designer of the past decade. He's also the most controversial. Now the creative director of Balenciaga is exploring a surprising source of inspiration: happiness. GQ's Samuel Hine witnesses the dawn of Demna's new era, in Paris, New York, and Shanghai. Photographs by Jason Nocito.
Inside the undercover adventures of a full-time fraud sleuth.
HOW TO MAKE A FORTUNE AS A PROFESSIONAL WHISTLE-BLOWER
A LIFE OF FASHION
In an extensive conversation, the menswear icon discusses his rise, his mistakes, his triumphs, his retirement, and what the future holds for him and his beloved brand.
IN THE SOUTH OF FRANCE WITH GEORGE & BRAD
They've spent three decades living intertwined lives at the inconceivably glamorous height of Hollywood. Now, having crossed the threshold of 60, they're more comfortable than ever throwing bombs, dispensing hard-won wisdom, and, yes, arguing about who had the better mullet in the '80s.
ALEXANDER THE GRITTY
One of India's most creative chefs comes of age.
Penning History
Montblanc marks 100 years of its iconic Meisterstück with new writing instruments inspired by the 1924 Olympic Games.
Royal Enfield Forges a New Path
Say hello to the company's most cutting-edge roadster.
Arooj Aftab Owns the Night
The Grammy Award-winning artist, fresh off a Glastonbury set, speaks to GQ about her new album, Night Reign, from the ideas that led to its conception to its genre-defying collabs with Elvis Costello, Kaki King and more.
Louis Vuitton's New Beat
The luxury maison's latest addition to the Tambour line reiterates its commitment to watchmaking and craftsmanship.