UK: Johnson Controls targets older cars with Varta battery
Author: just-auto.com editorial team | 9 October 2009
As more cash-strapped drivers plan to keep their cars on the road for longer in spite of the extended scrappage scheme, Johnson Controls Batteries is promoting its VARTA-branded Black Dynamic battery to independent workshops and repairers this autumn.
The Black Dynamic battery forms part of the manufacturer's Trio range of aftermarket car batteries, and is designed specifically to meet the power requirements of cars over seven years old. More than 40 per cent of all vehicles in the UK car parc fall into this category, giving independent workshops a market in excess of six million cars to service and repair.
Recent polling has shown that the credit crunch is causing more drivers to think about maintaining their existing cars than buy new. A new survey by GIPA UK of buying intentions in 2009 suggests that 82 per cent of drivers will be keeping their current car.
Cars over seven years old have traditionally been the domain of the independent service sector, but many mid-range and all prestige models manufactured between 1995-2002 still need a relatively sophisticated battery specification to meet the demands of higher-tech engines and numerous electronic consumers such as ABS, traction control and air conditioning.
Johnson Controls believes that the trend to keep cars on the road longer represents an opportunity for VARTA aftermarket suppliers to cater for the older car market with its Black Dynamic product.
"The GIPA UK Drivers Survey 2009 shows that the four most important criteria for consumers when buying a new car battery are price, advice from sales staff, effectiveness of the product and trust in brand," says Angie Mavar, Marketing Manager of Johnson Controls Batteries.
"With the VARTA Black Dynamic, owners of older cars using independent workshops will be reassured by a trusted brand from the world-leading automotive battery manufacturer, for a battery of the correct specification as the original at a competitive price," she adds. "The research also shows that counter staff are key influencers in the consumer's battery choice and so should ensure they sell up where appropriate".
Although the specification of this replacement battery is typically compatible with OE batteries fitted by European car manufacturers in the mid-1990's, it does incorporate Johnson Controls' patented PowerFrame grid technology to provide longer service life, improved performance and greater corrosion resistance, Johnson Controls says.
See also: Global market review of automotive batteries - forecasts to 2016 (download)
Expert analysis
Global market review of automotive batteries – forecasts to 2016
This just-auto sector report reviews the key market drivers, mainly for starter batteries, but with the rise in interest of new battery technology, we also look at new developments in areas such as lithium-ion. The report includes our estimates of global market volume for advanced batteries fitted to hybrid light vehicles (from 2008 to 2016).
Sectors: Aftermarket, Components
Companies: Johnson Controls
View next/previous articles
9 Oct 2009 -
9 Oct 2009 -
Currently reading -
UK: Johnson Controls targets older cars with Varta battery
Related research
Datamonitor's Car Batteries in Italy industry profile is an essential resource for top-level data and analysis covering the Car Batteries industry. It includes detailed data on market size and segmentation, plus textual and graphical analysis of the ...
Datamonitor's Car Batteries in Spain industry profile is an essential resource for top-level data and analysis covering the Car Batteries industry. It includes detailed data on market size and segmentation, plus textual and graphical analysis of the ...
Datamonitor's Car Batteries in Europe industry profile is an essential resource for top-level data and analysis covering the Car Batteries industry. It includes detailed data on market size and segmentation, plus textual and graphical analysis of the...
Related articles
JAPAN: Nissan undercuts rivals with price for Leaf EV
Nissan's Leaf electric car - which will eventually be built in Europe at the company's UK plant - will go on sale in Japan in December with a starting price of JPY3.76m (US$40,640).
There are currently no comments on this article
Be the first to comment on this article