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.
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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)
