The EV maker will transition company-owned stores into experience centres while dealer partners drive sales, service and expansion across India.
Ola Electric has overhauled its retail strategy by opening its sales and service network to dealer partners across India, marking the end of its exclusive direct-to-consumer (D2C) approach that had defined the company since the launch of its electric scooters.
The move represents a major change in the electric vehicle (EV) maker’s go-to-market strategy as it looks to strengthen its market presence amid intensifying competition in India’s electric two-wheeler segment. Inspired by Tesla’s retail model, Ola Electric had relied on company-owned outlets instead of conventional dealerships, setting itself apart from established automakers.
The strategic shift comes as the company has slipped to fifth place in monthly electric two-wheeler sales. TVS Motor and Bajaj Auto currently lead the market, followed by Ather Energy and Hero MotoCorp, reflecting the growing competition in the segment.
According to the company, its company-owned stores played a crucial role in creating awareness about electric mobility, building the Ola brand and establishing a customer base of more than one million electric two-wheeler riders. With EV adoption increasing across the country, the company believes the market is now ready for a dealer-led expansion model.
Under the new strategy, existing company-owned outlets will focus primarily on showcasing products and delivering the brand experience, while dealer partners will take responsibility for local sales, customer service and network expansion. Ola Electric said it has spent the past month engaging with prospective dealers nationwide and has received encouraging interest from partners.
The company expects the dealer network to significantly expand its on-ground reach by Diwali 2026. Dealer partners will have access to Ola Electric’s portfolio of scooters, motorcycles and energy products, including the Ola Shakti range, while also benefiting from recurring service opportunities generated by the company’s installed base of more than one million customers.
To support the transition, industry veteran BVR Subbu, former president of Hyundai Motor India, will rejoin Ola Electric as senior advisor. Subbu, who previously served on the company’s board, will assist in executing the dealer expansion strategy as Ola Electric seeks to accelerate sales and broaden EV adoption across India.
