Kinetic Luna Makes Nostalgic Comeback, Electric Luna Launched At Rs 70,000

The iconic Indian scooter, Kinetic Luna made a comeback in an electric avatar after two decades.

• Kinetic has launched the E-Luna electric scooter at Rs 70,000 targeting commercial customers
• The retro-styled scooter promises a 110km range and local manufacturing at Kinetic's Ahmednagar plant
• Kinetic aims to leverage Luna's strong brand equity and low-cost appeal that made it a hit in the 70s-90s

Kinetic Group has revived its erstwhile popular Luna scooter brand by launching the E-Luna electric scooter. The company is targeting small businesses and eco-friendly last-mile transportation with the affordably priced E-Luna. 

Kinetic hopes to recreate the magic of the original Luna, which at its peak sold 2,000 units daily with 95% market share in India. The launch highlights the country's accelerated drive towards electric mobility.

Reviving a Legacy Brand

Kinetic Luna's slender frame and peppy 50cc engine made it one of India's most popular gearless scooters. At its peak, Kinetic was selling 2,000 units daily with 95% market share. However, the advent of more fuel-efficient scooters led to its decline.

After nearly 20 years, the company is reviving the Luna brand with the E-Luna targeting eco-friendly last-mile mobility. Kinetic plans to leverage the scooter's strong brand equity and low-cost appeal.

Key Features & Specifications

The E-Luna gets a retro Luna-inspired design with a steel body, 16-inch wheels and 170mm ground clearance. It is powered by a 2kWh battery pack with a range of 110km per charge and 50kmph top speed. The electric motor generates a peak torque output of 22Nm enabling nimble rides.

Kinetic claims a monthly running cost of just Rs 2500, including EMI and electricity cost. The swappable batteries can be fully charged in 4 hours. The E-Luna promises to retain the practicality and load-carrying capability of the original Luna.

Targeting Commercial Customers

Kinetic is primarily targeting B2B customers with the E-Luna given the rapid electrification of delivery fleets. The pricing sweet spot of Rs 70,000 makes it an affordable proposition for small businesses. Kinetic states the scooter can potentially generate Rs 30 crore annual revenue over the next 2-3 years.

Local Manufacturing In India

Kinetic's sister firm Kinetic Green will market the E-Luna, while Kinetic Engineering Ltd (KEL) will manufacture key components like the chassis and suspension parts. KEL has invested over Rs 3 crore in upgrading its Ahmednagar plant with an assembly line of 30 welding machines and enhanced paint and press shops. The plant has an initial capacity of 5000 units per month.

The revival of the Luna brand in electric form demonstrates India's accelerated transition to eco-friendly mobility, even as it taps into much-loved retro brands. Kinetic will be hoping the formula of affordability, practicality and green credentials makes the E-Luna a hit again.