Electric scooter manufacturer Ather Energy has quietly renamed its popular software bundle from “Pro Pack” to “AtherStack Pro,” marking a strategic shift in how the company presents its connected vehicle technology. The rebrand aligns the feature suite with Ather’s broader technology ecosystem while maintaining all existing functionality and pricing.
The change reflects Ather’s growing emphasis on software as a key differentiator in India’s competitive electric two-wheeler market. By consolidating its offerings under the AtherStack platform umbrella, the company aims to simplify product communication and better showcase the integrated nature of its technology stack.
What AtherStack Pro Offers
AtherStack Pro encompasses a comprehensive suite of safety, convenience, and connectivity features designed to enhance the electric scooter riding experience. The software bundle remains unchanged in terms of functionality, continuing to offer the same feature set that made the Pro Pack popular among Ather customers.
Safety Features Take Center Stage
The safety component of AtherStack Pro includes several advanced systems. SkidControl helps prevent wheel lockup during sudden braking, while FallSafe automatically detects accidents and can alert emergency contacts. Theft and Tow Alerts notify owners if their scooter is being moved without authorization, and Live Location Sharing allows riders to share their real-time position with family or friends.
Convenience Tools for Daily Commuting
AtherStack Pro includes practical features that make daily commuting more convenient. Magic Twist enables intuitive throttle-based regenerative braking, allowing riders to slow down simply by reducing throttle input. AutoHold is designed specifically for stop-and-go traffic situations, automatically holding the scooter in place when stopped.
Connected Experience Through Smartphone Integration
The connectivity aspect of AtherStack Pro centers around smartphone integration and app-based controls. Riders can access Google Maps directly on their scooter’s dashboard, eliminating the need to mount phones for navigation. The Ather app provides remote access to various scooter functions, while Bluetooth connectivity enables hands-free call and music control.
Additional connected features include WhatsApp message previews on the dashboard display, Ride Stories that track and analyze riding patterns, and multiple riding modes that can be customized based on performance preferences or battery conservation needs.
No Changes to Pricing or Benefits
Despite the rebrand, Ather Energy has confirmed that AtherStack Pro maintains the same pricing structure as the previous Pro Pack. The software bundle continues to be offered at ₹14,000, with no changes to the included features or benefits.
The package still includes a complimentary five-year battery warranty, reinforcing Ather’s commitment to long-term ownership value. This warranty coverage addresses one of the primary concerns potential electric vehicle buyers have about battery longevity and replacement costs.
Strategic Alignment with AtherStack Platform
The rebranding represents more than just a name change. AtherStack is Ather Energy’s proprietary technology platform that powers the company’s entire ecosystem, including electric scooters, charging infrastructure, connected accessories, and the mobile application interface.
By adopting the AtherStack Pro naming convention, Ather aims to better communicate how its software layer integrates across all touchpoints of the ownership experience. This unified branding approach helps customers understand that their scooter’s capabilities extend beyond the hardware to encompass a comprehensive connected ecosystem.
The move also positions Ather to more effectively communicate future software updates and feature additions, as all developments will fall under the easily recognizable AtherStack umbrella.
Broader Industry Context
Ather’s focus on software differentiation comes as India’s electric two-wheeler market becomes increasingly competitive. While many manufacturers compete primarily on price and range, Ather has consistently positioned itself as a technology-forward brand that offers a premium connected experience.
The emphasis on software capabilities aligns with broader automotive industry trends, where manufacturers are increasingly viewing vehicles as platforms for digital services rather than just transportation devices. This approach allows companies to continue adding value to existing customers through over-the-air updates and new feature rollouts.
The Strategic Value of Clear Communication
For electric vehicle manufacturers, clear product communication has become increasingly important as offerings become more complex and software-dependent. Ather’s decision to consolidate its feature naming under the AtherStack brand demonstrates an understanding that customers need simple, coherent ways to understand and discuss connected vehicle capabilities.
The rebrand also reflects the growing sophistication of Indian electric vehicle buyers, who are increasingly interested in technology features beyond basic transportation functionality. By emphasizing its software platform, Ather reinforces its position as a premium brand that offers more than just electric mobility.
As the Indian electric two-wheeler market continues to mature, software-based differentiation is likely to become even more important. Ather’s AtherStack Pro rebrand positions the company to compete effectively in this evolving landscape while maintaining clear communication about its technology offerings.
FAQs About AtherStack Pro 2025
Q1. What is AtherStack Pro?
AtherStack Pro is the newly rebranded name for Ather Energy’s Pro Pack software bundle. It aligns with Ather’s broader technology platform, offering the same features and pricing as before.
Q2. Does the rebranding affect the features included in the package?
No, the rebranding does not impact the features. AtherStack Pro retains all the features that were previously part of the Pro Pack.
Q3. Will the pricing change with this rebranding?
No, the pricing remains the same. The rebranding is focused on aligning the name with Ather’s technology framework and does not affect costs.
Q4. Why did Ather Energy decide to rebrand the Pro Pack?
The rebranding reflects Ather Energy’s commitment to consistently evolving its technology offerings. Renaming it AtherStack Pro aligns the product name with the company’s broader technology platform and emphasizes its software-driven innovation.
Q5. How does AtherStack Pro enhance the experience for Ather Energy users?
AtherStack Pro provides advanced software features, ensuring a seamless and connected riding experience for Ather Energy users. It highlights the company’s focus on combining technology with electric mobility.
Looking Ahead: Community Day and Future Announcements
The AtherStack Pro rebrand coincides with Ather Energy’s preparation for its annual Community Day event, scheduled for August 30, 2025, at the Karnataka Trade Promotion Organisation grounds in Bengaluru. The event is expected to feature significant announcements, including details about the company’s upcoming EL platform for cost-effective electric scooters and several concept models.
Attendees can also expect demonstrations of next-generation fast-charging technology and an introduction to AtherStack 7.0, the upgraded software suite that will be available to both new buyers and existing owners. These developments suggest that the AtherStack Pro rebrand is just the beginning of a broader software evolution for the company.
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