A report by Boston Consulting Group (BCG), titled ‘Electric in Charge: How India’s Electric Two-Wheelers Are Moving into the Mainstream’, highlights the growing competition in the segment as manufacturers expand their product portfolios and consumer acceptance of electric vehicles improves. The number of electric motorcycle models has doubled since 2023, indicating that manufacturers are expanding beyond scooters into new product categories.
- e-2Ws account for 11.6 percent of the overall 2W market in 2026, compared to 8.2 in 2025
- Percentage of people considering an EV has gone up to 43 percent from 29 in 2024
- Modular platforms and stronger aftersales support expected to be key areas for brand growth in the near future
Range, Durability and Highway usage continue to be concerns
Despite the wider choice, sales remain concentrated among a few manufacturers. According to September 2026 data released by the Federation of Automobile Dealers Associations (FADA), TVS and Bajaj alone contributed nearly half of the sales. If we add Ather, Vida (Hero) and Ola to that list, these five manufacturers accounted for approximately 82 percent of the 2.07 lakh electric two-wheelers sold in September. Electric two-wheeler share of the overall two-wheeler market also rose to 11.6 percent, compared with 8.2 percent in September 2025.
The report also points to improving consumer acceptance of electric two-wheelers. The number of people actively considering an electric two-wheeler for their next purchase increased to 43 percent in 2026, from 30 percent in 2024. Meanwhile, the share of consumers rejecting electric two-wheelers declined from 38 percent to 29 percent. This growing acceptance is also reflected in market penetration. Electric two-wheelers accounted for 9.9 percent of the overall two-wheeler market from January to August 2026, compared with 5.5 percent in FY24. As for scooters, EV penetration increased from 16.8 percent to 24.1 percent during the same period.
BCG’s research identified ten distinct consumer groups with different expectations around affordability, comfort, performance, range, durability and vehicle usage. While electric two-wheelers generally meet or exceed customer expectations in the first three areas, concerns remain in the last three. The report suggests that improving perceptions of performance, styling and brand trust are helping electric two-wheelers attract a wider group of buyers. In one consumer segment studied, positive perceptions of established or popular brands increased from 28 percent in 2024 to 46 percent in 2026. Perceptions of vehicle aesthetics and pickup also improved during the period.
Thus, BCG recommended that manufacturers develop products around consumer requirements, rather than relying only on price or vehicle type. It also highlighted the importance of modular platforms, flexible product architectures and stronger ownership support through servicing, battery warranties, insurance, and resale or exchange options. The report said the next phase of electric two-wheeler growth would favour manufacturers that plan their portfolio around these areas.
With inputs from Darshan Nakhwa.
