Euler Motors has launched Euler Prime, a real-time vehicle support solution aimed at delivering rapid, on-the-go assistance to EV customers across more than 45 cities in India. In a conversation with Richa Tyagi, Ashish Tandon, Global Head – Customer Excellence, Euler Motors, shares insights into the thinking behind Euler Prime, how it works in real-world conditions, and how predictive, technology-led support is reshaping the future of commercial EV ownership in India.
What sparked the idea behind Euler Prime, and what gaps in EV customer support are you addressing?
The need for a real-time, on-the-go support solution for electric vehicles emerged from a clear understanding of customer concerns around charging access and service availability. While the ICE segment benefits from a mature and well-established service ecosystem, the EV ecosystem is still evolving. To address this, Euler Prime has been developed as a comprehensive real-time support solution that delivers peace of mind to EV customers. Designed to support customers while they are on the move, Euler Prime ensures that assistance is available when and where it is needed. The concept is inspired by the efficiency of quick-commerce platforms, which have redefined expectations by delivering essentials within minutes. This prompted a fundamental question: if goods can be delivered rapidly, why should service take days? While Euler Prime does not aim to replicate 15–20 minute delivery timelines, it is built around the philosophy of delivering service within a few hours. The objective is clear: to minimise vehicle downtime and maximise operational continuity, enabling customers to operate with confidence in an evolving EV ecosystem.
How does Euler Prime work in real-world scenarios, impacting daily drive operations? If a driver is in the middle of a busy day and faces an issue, how is this experience different from conventional support channels, and how quickly can help be expected?
In the event of any issue, the process is designed to be convenient for the customer. With a simple action, opening the app and selecting Euler Prime, the customer is instantly connected to our dedicated support ecosystem. The request is routed to our call centre, where trained specialists first understand the concern and simultaneously track the vehicle’s real-time location. Using live data from our telematics platform, Shepherd, along with critical EV powertrain indicators, the team is able to diagnose the issue remotely. These real-time insights help accurately identify the nature of the problem and seamlessly coordinate with the nearest authorised workshop. A technician is then dispatched, equipped with the required parts, to attend to the vehicle on-site. From a response standpoint, our objective is to reach the customer within 90 minutes. Depending on the nature of the issue, on-site repair typically takes an additional 15 minutes to one hour.
What universe is eligible to leverage Euler Prime?
This convenience is available across the Euler customer base. Customers enrolled under an Annual Maintenance Contract (AMC), which currently accounts for nearly 20 percent of our customers, receive this service as part of their coverage. The same support is also extended to existing customers who are not on AMC, subject to a nominal service charge. Much like delivery fees on platforms such as quick commerce app. For new vehicle customers, Euler Prime is offered free of charge for the first six months. This ensures that customers experience the full value of real-time support from day one.
Does Euler Prime work only through the app, or is there a helpline available as well?
The service has been designed to work seamlessly through multiple touchpoints. While most customers prefer to raise a request through the app, direct access to the call centre is equally available. If a customer calls and reports that they are stranded, our support team assesses the issue and determines eligibility based on predefined service categories. Within the app, Euler Prime is clearly identified as a dedicated feature. In routine scenarios, customers may also choose to call the support centre directly, where trained personnel evaluate the request and explain the applicable terms. Once the customer agrees to the nominal charge, a technician is dispatched to carry out the on-site repair. Our learnings indicate strong customer acceptance of this model. Customers are willing to pay for the service because it delivers immediate, on-the-go support at a reasonable cost. For most operators, completing consignments on the same day is far more valuable than the minimal service fee.
Could you outline the cities where Euler Prime is live and share your expansion roadmap?
Currently, Euler Prime is operational across five key cities, including Delhi, with active coverage extending to several high-potential metro and near-metro markets such as Gurgaon, Noida, Lucknow, Kanpur, and Patna. These regions were strategically selected following the recent launch of our new range of Euler products and align closely with markets where three-wheeler passenger vehicle adoption is particularly strong. Looking ahead, we are preparing to expand into southern markets as part of our next phase of growth. Our expansion roadmap is clearly defined. We plan to add at least 50 cities every six months to strengthen our service footprint and ensure broader access to real-time, on-the-go support for customers across the country.
How exactly do Shepherd and Colson help your teams predict and even prevent breakdowns before a driver notices something is wrong?
The Shepherd app has been developed entirely in-house and serves as the backbone of our real-time diagnostics capability. It continuously monitors all critical EV powertrain components, including the battery, motor, motor controller unit, and power distribution unit. These systems are tracked through software, giving us live visibility into vehicle health and performance. In simple terms, if the energy consumption of a particular vehicle deviates from established benchmarks, it signals a potential issue. Our teams then conduct a deeper analysis using these insights to accurately identify the root cause and proactively resolve the concern.
What’s a misconception about after-sales or customer excellence in EVs that you wish more people understood?
Our vision is anchored in delivering the most reliable products to our customers. Equally important is ensuring that they have complete confidence in the post-sales experience, without any anxiety around where or how service will be delivered. When corrective diagnostics are enabled through technology, corrective maintenance naturally follows; both are deeply interconnected. The message to our customers is clear: the technology we have built gives them the confidence that post-sales support will be seamless and dependable. They do not need to worry about service disruptions, because the ecosystem has been designed to support them at every step. Most importantly, this allows customers to operate their businesses without interruption. By keeping vehicles on the road and downtime to a minimum, we enable customers to continue earning consistently through EVs, vehicles that already offer strong operating economics and long-term value for all stakeholders.
Looking ahead, where do you see Euler Prime going from here? Do you see predictive, connected vehicle support becoming a standard inclusions for commercial EV ownership in India?
This approach will become the new norm, as EVs are fundamentally software-driven machines. While the pace of adoption may vary across manufacturers, success will increasingly depend on how effectively companies leverage consumer insights and stay ahead of the curve by identifying key parameters that signal potential failures. The real differentiator lies in the seamless integration of front-end systems with a robust backend service framework. Backend capabilities encompass failure analysis, quality diagnostics, and a deep understanding of component-level behaviour, down to identifying which wire, sensor, or module may be at risk. When the backend is well structured, it enables predictive intervention rather than reactive repair. For instance, if battery temperature trends begin to rise, the system allows us to pinpoint the root cause, such as a malfunctioning sensor, well before it escalates into a larger issue. In such cases, a simple and cost-effective sensor replacement, often costing only a few thousand rupees, can prevent a major breakdown. This predictive, data-led approach not only improves reliability but also reduces downtime and ownership costs for customers.
