Witnessed a significant drop in electric scooter sales in India
The electric vehicle industry, particularly the electric scooter segment, has been witnessing a significant transformation in India. However, recent data reveals a surprising downturn in this otherwise booming sector. Electric scooter sales in India have seen a sharp decline of up to 66%, affecting major players in the market such as Ola, Ather, Bajaj and TVS.
In June 2023, the retail sales of electric two-wheelers plummeted to 45,734 units, marking a 56.58% decline from the previous month. This unexpected drop has stirred discussions among industry experts and raised concerns about the future growth of the electric scooter market in the country. The decline is particularly noteworthy given the previous robust growth of the sector and the strong market presence of leading manufacturers.
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This downturn in sales is not just a numerical decline – it represents a shift in the market dynamics and consumer behaviour towards electric scooters. As we delve deeper into this issue, we will explore the factors contributing to this decline, the impact on major market players, and the overall implications for the electric vehicle industry in India.
The Statistics
Detailed statistics on the decline in sales
The electric scooter industry in India has been hit hard, with sales figures showing a significant decline. In June 2023, the retail sales of electric two-wheelers dropped to 45,734 units, a steep fall of 56.58% from the previous month. This decline is even more pronounced when compared to the industry’s best-ever performance in May 2023, when a total of 105,338 units were sold. This surge in May was largely due to a rush of buyers seeking to take advantage of the 40% FAME subsidy before it was reduced to 15% on June 1, 2023.
Comparison of sales figures from previous months and the same month in the previous year
When compared to the same month in the previous year, the sales in June 2023 have declined to levels seen in June 2022, when 44,380 units were sold. It’s worth noting that electric two-wheeler retail sales in India surpassed 50,000 units for the first time in August 2022 and exceeded 75,000 units in the festive month of October 2022. This record was further broken in the fiscal year ending March 2023, when 86,283 units were sold.
Major companies affected by the decline in sales
The decline in sales has affected major companies in the market. Ola Electric, the market leader with a wide margin, sold 17,552 units in June 2023, a 39% decrease from the previous month. Other companies have also experienced a drop in sales. TVS Motor Co sold 7,791 iQube e-scooters last month, a 62% decrease from May 2023. Ather Energy and Bajaj Auto also saw a decline in sales, with Ather selling 4,540 units (down 49% from May 2023) and Bajaj selling 2,966 units (down 54% from May 2023).
These statistics paint a clear picture of the significant decline in electric scooter sales in India, affecting both the market as a whole and individual companies. The factors contributing to this decline and its implications for the future of the electric scooter market will be explored in the following sections.
The sales data of each company for May and June 2023
| Company | May 2023 Sales | June 2023 Sales |
| Ola | 28,629 | 17,552 |
| TVS | 20,397 | 7,791 |
| Ather | 15,407 | 4,540 |
| Bajaj | 9,965 | 2,966 |
The market share data from June 2023
| Company | Market Share |
| Ola | 38% |
| TVS | 17% |
| Ather | 10% |
| Bajaj | 6.48% |
| Others | 28.52% |
Please note that the actual market share might be slightly different due to rounding or other companies not mentioned in the data.
The Causes
Explanation of the factors contributing to the decline in sales
The sudden decline in electric scooter sales in India can be attributed to several factors, with the reduction of the FAME subsidy playing a significant role. The FAME (Faster Adoption and Manufacturing of Electric Vehicles) scheme, introduced by the Indian government, aimed to promote the use of electric and hybrid vehicles by offering incentives for their purchase. However, on June 1, 2023, the FAME subsidy was reduced from 40% to 15%, leading to a significant increase in the cost of electric two-wheelers for consumers.
Reduction of the FAME subsidy from 40% to 15% on June 1, 2023
The impact of this reduction was immediate and substantial. In May 2023, the electric two-wheeler industry saw a surge in sales as consumers rushed to take advantage of the higher subsidy before the reduction took effect. This resulted in record-breaking sales of 105,338 units. However, once the reduced subsidy came into effect in June, sales plummeted to 45,734 units, a decline of 56.58%.
Impact of the subsidy reduction on consumer behaviour and Sales
The reduction in the FAME subsidy has had a direct impact on consumer behaviour. The higher cost of electric two-wheelers following the subsidy reduction has made them less attractive to consumers, leading to lower sales. This is particularly evident in the case of Ola Electric, which saw a 39% decrease in sales in June 2023 compared to the previous month.
Furthermore, the subsidy reduction has also affected the competitive landscape of the electric two-wheeler market. Companies that were able to offer competitive pricing due to the higher subsidy have found it more challenging to maintain their market share following the reduction.
| Month/Year | FAME Subsidy | Total Sales | % Change from Previous Month | Ola Sales | % Change from Previous Month |
| May 2023 | 40% | 105,338 | – | 28,629 | – |
| June 2023 | 15% | 45,734 | -56.58% | 17,552 | -39% |
This table shows the change in the FAME subsidy and how it affected total sales and Ola’s sales from May 2023 to June 2023. The “% Change from Previous Month” columns show the percentage decrease in sales from May to June.
The reduction of the FAME subsidy has been a major factor contributing to the decline in electric scooter sales in India. The impact of this policy change on the electric two-wheeler market underscores the importance of government support in promoting the adoption of electric vehicles.
The Market Leaders
Performance of market leaders despite the decline
Despite the overall decline in electric scooter sales, the performance of market leaders provides an interesting perspective on the resilience and competitive dynamics of the industry.
Ola Electric’s sales figures and market share
Ola Electric, the market leader, has managed to maintain its position despite challenging circumstances. In June 2023, Ola Electric sold 17,552 units, a decrease of 39% from the previous month. However, it’s important to note that Ola’s decline was less severe than the overall market decline of 56.58%. This indicates that Ola Electric has been able to maintain a strong market presence and consumer preference despite the reduction in the FAME subsidy and the resulting increase in prices.
Comparison of the performance of other companies (Ather, Bajaj, TVS)
When compared to other companies, Ola Electric’s performance stands out. TVS Motor Co sold 7,791 iQube e-scooters in June 2023, a 62% decrease from May 2023. Ather Energy and Bajaj Auto also saw a decline in sales, with Ather selling 4,540 units (down 49% from May 2023) and Bajaj selling 2,966 units (down 54% from May 2023).
Here’s a comparison of the performance of these companies:
| Company | May 2023 Sales | June 2023 Sales | % Change |
| Ola | 28,629 | 17,552 | -39% |
| TVS | 20,397 | 7,791 | -62% |
| Ather | 15,407 | 4,540 | -49% |
| Bajaj | 9,965 | 2,966 | -54% |
Despite the overall decline in sales, Ola Electric’s lesser decline compared to other companies indicates its strong market position and the continued consumer preference for its products. The performance of market leaders like Ola Electric will be crucial in shaping the future of the electric scooter market in India.
The Overall EV Industry Performance
The performance of the overall EV industry in India despite the decline in electric scooter sales
While the electric scooter segment has experienced a significant decline, it’s crucial to view this within the broader context of the overall Electric Vehicle (EV) industry in India. Despite the downturn in electric scooter sales, the EV industry has shown remarkable resilience and growth.
In fact, the overall EV industry has consistently exceeded 100,000 units in sales for the ninth consecutive month. This indicates a strong and sustained demand for electric vehicles, suggesting that the decline in electric scooter sales may be a temporary setback rather than a long-term trend.
The consistent sales exceeded 100,000 units for the ninth consecutive month
The consistent sales figures also highlight the success of the government’s initiatives to promote the adoption of electric vehicles. The FAME scheme, despite its recent reduction, has played a significant role in encouraging consumers to switch to electric vehicles.
Moreover, the growth of the EV industry is not limited to two-wheelers. The sales of electric cars and commercial vehicles have also been on the rise, contributing to the overall growth of the industry.
While the decline in electric scooter sales is a concern, the overall performance of the EV industry in India remains strong. The consistent sales figures and the growth of other segments within the industry provide a positive outlook for the future of electric vehicles in India.
Conclusion
In this blog post, we have delved into the significant decline in electric scooter sales in India, which has affected major players in the market such as Ola, Ather, Bajaj and TVS. The reduction of the FAME subsidy from 40% to 15% on June 1, 2023, has been identified as a major factor contributing to this decline, impacting consumer behaviour and sales.
Despite the downturn, market leaders like Ola Electric have demonstrated resilience, with a lesser decline in sales compared to the overall market. This highlights the strength of their market position and the continued consumer preference for their products.
While the electric scooter segment has seen a decline, the overall EV industry in India has shown remarkable resilience, consistently exceeding 100,000 units in sales for the ninth consecutive month. This suggests a strong and sustained demand for electric vehicles, indicating that the decline in electric scooter sales may be a temporary setback.
The Future of electric scooter sales in India
Looking ahead, the future of electric scooter sales in India will likely be influenced by several factors. The impact of the reduced FAME subsidy will continue to play a significant role. However, the resilience of the overall EV industry, the strength of market leaders, and the potential for new government initiatives provide a positive outlook.
The Impact of Government Policies on the EV Industry
In closing, the recent decline in electric scooter sales underscores the importance of government policies in shaping the EV industry. While the reduction in the FAME subsidy has led to a short-term decline, the sustained growth of the overall EV industry suggests a promising future for electric vehicles in India.
