Ultraviolette Changes Its Premium Pitch; Will It Accelerate Sales?

“It’s time for us to say: ‘let’s unsubscribe to the construct of labels’,” Ultraviolette cofounder and CEO Narayan Subramaniam exclaimed at the recent launch of the company’s latest motorbike, the X-47 Crossover. 

The electric vehicle startup that had set out to reimagine high-performance bikes in India has just dropped its fourth model in nine months. 

Priced at INR 2.74 Lakh (ex-showroom, Bengaluru), the X-47 Crossover sits below the company’s flagship F77 lineup and is pitched as a hybrid between an adventure bike and a…