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16 November 2022
Brand in action: How Oben Electric is speeding ahead with electric motorcycles
Oben Electric is an Indian start-up developing electric bikes with its own R&D; co-founder Madhumita Agrawal speaks to WARC India Editor Biprorshee Das about its clearly differentiated approach to EVs and green mobility.
Brands are built on motorcycles, such as Bajaj Pulsar or TVS Apache; Oben wants to be the leader in the electric motorcycle category.
Consumers are conscious about their purchase and want products they can be proud of, so the brand is positioned accordingly.
Marketing, presence, and positioning are critical in a high-engagement segment such as EVs; those looking to buy are not window shoppers.