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In a recent interview Bajaj Auto MD, Rajiv Bajaj, stated that the company is developing a niche brand within the company named Urbanite. The company intends for Urbanite to be the ‘Tesla of the two-wheeler space.’
Urbanite, the brand claims, won’t be similar to the low-cost, electric two-wheelers that are currently on sale in our market. Most EVs in India today have dangerously low performance for use on our chaotic streets - they aren’t as well built and their supporting infrastructure is weak. The Urbanite range will take on the likes of the upcoming S340 smart electric scooter from Bengaluru-based start-up, Ather Energy, and the T6X electric motorcycle from Pune-based Tork Motorcycles.
Hero Electric, with its strong network of 300 sales and service centres, recently invested Rs 205 crore investment into Ather Energy. Bajaj Auto is the first mainstream Indian two-wheeler manufacturer, however, to have announced a dedicated subdivision within the company for EVs.
Urbanite will focus on premium two-wheelers and even three-wheelers. So far, Bajaj has avoided the scooter business for many years; but perhaps an electric scooter might change that.