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Ola Electric: The Rise of a Giant with Major Service Problems
Ola Electric, India’s largest electric two-wheeler manufacturer, has seen impressive growth since its launch. With over seven lakh electric scooters sold, Ola has quickly dominated the electric two-wheeler market, commanding a market share of 31% as of August 2024. Despite its booming sales and ambitious plans for the future, Ola Electric faces significant challenges in its aftersales services. Many customers have experienced ongoing issues with the quality of their scooters and the company’s service response.
In this article, we will explore the critical problems faced by Ola Electric customers and examine the company’s business model, which may be contributing to its ongoing service troubles.
Service Delays: A Growing Backlog
One of the most common complaints from Ola Electric customers is the long wait time for repairs and services. Some customers report waiting up to 45 days for their scooters to be repaired, with others claiming their scooters have been stuck at service centers for months. In cities like Thane, over 3,500 to 4,000 Ola scooters are waiting for repairs at any given time. This backlog has become a nightmare for customers, leaving many frustrated and without their vehicles for extended periods.
The shortage of spare parts further exacerbates this issue. Customers often have to wait for weeks, or even months, for replacement parts to arrive. This lack of availability, combined with Ola’s service centers being overwhelmed with nearly one lakh complaints each month, has created a significant service bottleneck. It is clear that Ola’s service infrastructure has not kept up with its rapid sales growth.
Poor Communication: A Frustrating Experience
Communication issues between customers and Ola Electric’s service teams have only added to the frustration. Many customers report that getting in touch with Ola’s customer service team is a difficult process. Long hold times and unclear communication from representatives have left customers feeling abandoned and confused.
One of the most common complaints is that service representatives often put customers on hold to consult others, only to return without providing any clear answers. Others have shared experiences of receiving conflicting information about their scooter’s repair status, adding to the overall dissatisfaction with the company’s aftersales support.
Ineffective Roadside Assistance
Roadside assistance is another area where Ola Electric has failed to meet customer expectations. Although the company offers roadside assistance for its electric scooters, many customers have reported that the service is unreliable. Some claim that no one showed up when they requested assistance, while others experienced significant delays in receiving help.
For customers who rely on their Ola scooters for daily commuting, these issues can be particularly disruptive. The failure of roadside assistance services has left many customers stranded with malfunctioning scooters and no immediate solution in sight.
Malfunctioning Hardware and Software
Ola Electric scooters have been plagued by various hardware and software malfunctions, with customers reporting issues ranging from battery failure and reduced range to wheel jamming. The hardware problems are not isolated incidents; they have become widespread and have raised concerns about the reliability of Ola’s products.
One major issue reported by customers is the scooter’s software malfunctioning. Mayur Bhagat, a customer who purchased his Ola S1 Pro in July 2024, experienced a software glitch that caused the app to stop connecting with his vehicle. Despite repeated visits to the service center, the problem remained unresolved, and his scooter was kept at the service center for nearly a month.
Front Suspension Issues: A Major Safety Concern
In addition to software glitches, some customers have reported serious issues with the front suspension of their Ola S1 scooters. In several cases, the front suspension has snapped while the scooter was being ridden, resulting in accidents. This poses a significant safety hazard for riders and raises questions about the overall build quality of the scooters.
These suspension failures, combined with the other hardware issues, point to a lack of proper quality control during manufacturing. Ola Electric’s focus on rapid production and sales growth seems to have come at the expense of product reliability and customer safety.
Spares: Hard to Find, Delaying Repairs
Another significant problem that customers have faced is the unavailability of spare parts. Ola Electric has struggled to keep up with the demand for replacement parts, resulting in long delays for customers waiting for repairs. Without the necessary parts to fix their scooters, customers are left with no choice but to wait for extended periods, further aggravating their frustration.
At service centers across the country, spare parts are often in short supply, causing a pile-up of scooters awaiting repairs. This issue is further compounded by the lack of skilled technicians and test equipment at many service centers, leading to even more delays.
Business Model: The Root of the Problem?
Ola Electric’s direct-to-consumer business model, where the company owns and operates its own “experience centers” and service points, has been identified as one of the core reasons behind its service issues. Unlike traditional automakers that rely on franchise partners to handle aftersales services, Ola Electric manages everything in-house. While this model allows the company to control the entire customer experience, it has also created significant operational challenges.
According to a report by HSBC Securities and Capital Markets, most Ola service centers have a backlog of service requests that is 5 to 10 times their daily capacity. With only a limited number of skilled technicians available at these centers, Ola Electric has struggled to meet the growing demand for service and repairs.
The company’s inability to scale its service infrastructure in line with its rapid sales growth has left many customers feeling neglected and dissatisfied with their overall experience.
Sales vs. Service: A Contradiction
Despite the mounting service problems, Ola Electric continues to see strong sales numbers. CEO Bhavish Aggarwal’s Twitter feed is filled with complaints from customers, yet the company’s scooters continue to sell in large numbers. In August 2024, Ola Electric recorded its lowest monthly sales for the year, yet it still managed to sell over 27,000 units, maintaining a significant market share of 31%.
However, the growing dissatisfaction among customers may start to affect sales in the near future. As more customers experience the same aftersales issues, the word of mouth surrounding Ola Electric’s service problems is likely to spread, potentially impacting the company’s ability to attract new buyers.
A Promising Future with Serious Challenges
Ola Electric’s success as India’s leading electric two-wheeler manufacturer is undeniable. The company has revolutionized the electric vehicle market in the country and is now preparing to expand its product lineup with new offerings like the Roadster motorcycle. However, the company’s current success is overshadowed by its significant aftersales service challenges.
From service delays and poor communication to malfunctioning hardware and safety concerns, Ola Electric has a long way to go in improving the overall customer experience. Unless the company addresses these issues and invests in better service infrastructure, it risks losing the trust of its customers.
While Ola Electric’s innovative products and ambitious plans have garnered significant attention, its service problems cannot be ignored. For the company to truly thrive in the long run, it must focus on delivering not only cutting-edge technology but also reliable and responsive aftersales support.
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It will be a best decision that bhavish agarwal is dropped from his current position. Every 95 % suffered Ola customer will be very much happy. And after having a new CEO we hope customers will get best after sale Ola service in a good way. We hope Ola should improve their services to be to be leader in EV sector.