Gen Z on the Move: Exploring EV Brand Perception of Ather Energy and Ola Electric in India’s Emerging Mobility Market
Dr. Santosh Bommanavar1
Assistant Professor, Institute of Management Studies, Davangere University, Shivagangotri, Davangere – 577007,
Karnataka, India;
santoshb@davangereuniversity.ac.in
Shruti Malipatil2
Research Scholar, Institute of Management Studies, Davangere University, Shivagangotri,
Davangere – 577007, Karnataka, India;
malipatilshruti07@gmail.com
Abstract
India’s drive to electric vehicles (EVs) is growing rapidly due to environmental standards, subsidies offered by the government, and technology innovations in the two-wheeler market. Among the potential consumers, Gen Z (1996-2012) is a notably technologically savvy, economical, and environmentally mindful population that is best suited to contribute to the landscape of sustainable mobility in the near future. To explore how two renowned EV brands, Ather Energy and Ola Electric, align their approaches to branding standards and perspectives to appeal to Gen Z consumers. By the use of secondary data sources from reports, journal articles, social media promotion, media reviews etc., the study examines the
way each brand resonates with Gen Z in four distinct dimensions, like brand positioning, technological factors, accessibility, and engagement with consumers. Ather Energy represents a premium and innovation-driven brand to early users, whereas Ola Electric uses a competitive pricing strategy with mass marketing using digital marketing strategies for the extensive outreach and to bring in more young consumers. Though the approaches are different, their outreach is for Gen Z ideals like technological integration and sustainability. As per the findings of the study, it reveals that when businesses satisfy Gen Z’s expectations for innovation, tech functionality, social importance, and brand consumer compliance, is at its highest. the evolving India’s transition towards eco-conscious mobility. The study’s conclusion addresses the implications of India’s evolving transition towards eco-conscious mobility for EV branding, policy exchanges, and strategies targeting young demographics.
Key Words: Electric vehicle (EV), Environmentally friendly, Technological advancement, Sustainable, Gen Z.
