Test-ride-to-booking conversion at Ather's new tier-2 experience centres fell 20%. How would you find the cause?

Introduction

Ather Energy has expanded retail fast. It crossed 700 experience centres in April 2026, after adding more than 350 in FY26, and much of that growth is in tier-2 and tier-3 cities where the brand is new. Test rides are the core of Ather's sales funnel: most buyers book only after riding the scooter.

The scenario: test-ride-to-booking conversion at Ather experience centres opened in the last 12 months in tier-2 cities has dropped 20% over the past two months, while metro stores are stable. How would you find the root cause? I'll clarify, rule out external factors, map the journey, break down the metric, form and test hypotheses, then propose a resolution plan.

Step 1

Clarifying Questions (3 minutes)

• Looking at the definition, I'm assuming conversion means bookings (with token payment) within 14 days of a test ride, divided by test rides. Has that definition or tracking changed?

• Assumption: No change; the CRM is the same.
• Impact: The drop is real.

• Considering the timing, was the drop sudden or gradual, and does it apply to all products?

• Assumption: Gradual over eight weeks; worse for the Rizta than for the 450.
• Impact: Points to something specific to price-sensitive family buyers.

• Thinking about recent changes, did we change prices, subsidies, financing partners or store processes?

• Assumption: A price increase of up to ₹3,000 took effect on some models; one financing partner tightened approval rules; and a new booking flow moved token payment into the app.
• Impact: Three candidate causes.

• Considering competition, are rivals running offers in these cities?

• Assumption: A competitor launched a cheaper variant with festive discounts in several tier-2 cities.