Paris – Exide is embarking on a meaningful initiative to reinforce its presence in the European automotive aftermarket, spearheaded by a reinvigorated strategy for its Fulmen battery brand. The company announced a substantial investment in teams and marketing efforts, signaling a clear intent to re-engage with professional mechanics and distributors.
Fulmen: A Return to Strength in a Changing Market
After a period of relative quiet, Exide aims to recapture market share and solidify fulmen’s position as a leading brand, notably within France. Officials state that despite a competitive landscape, Fulmen maintains its reputation for technological reliability. The overarching European strategy for Exide involves tailoring brands to individual market nuances; Fulmen is designated as the primary brand for the French market.
adapting to Modern Vehicle Technologies
the shift towards vehicles equipped with start & stop systems and increasing electrical demands has prompted Exide to accelerate its growth of AGM and Enhanced Flooded Batteries (EFB) technologies. These innovations now account for nearly 30% of the battery market in France. Marleen Boucoiran highlighted the recent validation of their new AGM batteries by major automotive manufacturers,including BMW,Volvo,and Jaguar Land Rover. However, Exide acknowledges the growing complexity of the vehicle parc, and the need to equip repair technicians with the skills necessary to service these advanced systems.
Prioritizing reliability and Proactive Maintenance
In contrast to practices within the industry, Exide actively promotes preventative battery maintenance, including regular charging and condition checks. According to sales director Davy Meri, this approach fosters customer satisfaction and builds brand loyalty. Internal data suggests that as many as one-third of replaced batteries could have been restored with proper maintenance.
Investing in Technician Training
Recognizing the vital role of skilled technicians, Exide has appointed a national trainer to disseminate expertise throughout its distribution and repair network. This tiered training program aims to empower salespeople to deliver training to mechanics, furthering technical competence and proximity to customers. “The customer truly values service, and integral to that service is technical ability and a close relationship,” Meri explained.
Enhanced Product Presentation and Differentiation
Exide has also modernized the packaging and labeling of its Fulmen range to improve clarity and ease of identification for mechanics. The company is concentrating on emphasizing technological distinctions and competitive pricing, especially within the heavy goods vehicle and electric vehicle segments, which demand high performance and reliability standards.
| Battery Technology | Vehicle Request | Key Benefits |
|---|---|---|
| AGM (Absorbent Glass Mat) | Start & Stop systems, high electrical demand vehicles | Superior performance, longer lifespan, enhanced safety |
| EFB (Enhanced Flooded Battery) | Start & Stop systems, partial hybridization | Improved charge acceptance, cycle life, and reliability |
| Conventional Flooded | Older Vehicle Models with basic electrical systems | Cost effective solution for older cars |
A Lasting Approach to Battery Technology
Facing strong competition, Exide is prioritizing quality, customer relationships, and clarity over aggressive price cuts. the company remains dedicated to its core philosophy: a reliable and appropriately maintained battery outperforms a cheaper, substandard alternative. Exide continues to invest in research and development, focusing on improving interaction between batteries and vehicle electronic systems for increased sustainability and safety.
Did you know? Modern vehicles can have significantly complex electrical systems, increasing the importance of using the correct battery type.
Pro Tip: Regular battery checks, especially during seasonal temperature changes, can prevent unexpected breakdowns.
The Evolving Automotive Battery Landscape
The automotive battery market is undergoing a rapid change, driven by the rise of electric vehicles (EVs) and advanced driver-assistance systems (ADAS). According to a recent report by BloombergNEF,the global EV battery market is projected to reach $388 billion by 2025. This growth is creating new opportunities for battery manufacturers like exide to innovate and develop advanced energy storage solutions.
Beyond EVs, the increasing complexity of internal combustion engine (ICE) vehicles is also driving demand for more sophisticated battery technologies. Modern ICE vehicles are equipped with a growing number of electronic features,such as infotainment systems,safety sensors,and start-stop systems,which place increased demands on the battery.
Frequently Asked Questions about Exide and Fulmen Batteries
- What is the primary focus of Exide’s new strategy for the Fulmen brand? Exide’s strategy centers on reconnecting with customers, investing in technology, and improving technician training.
- What types of batteries does fulmen specialize in? Fulmen focuses on AGM and EFB batteries for modern vehicles, as well as offering a range of conventional batteries.
- Why is technician training significant to Exide? Exide believes that well-trained technicians are crucial for ensuring proper battery maintenance and customer satisfaction.
- How does Exide differentiate itself from competitors? Exide prioritizes quality, reliability, and customer service over solely focusing on price.
- What is Exide’s approach to battery sustainability? Exide invests in R&D to improve battery life, communication with vehicle systems, and overall sustainability.
- Is Fulmen available globally? While Exide operates globally,Fulmen is positioned as the key brand for the French market.
- What are the benefits of proactive battery maintenance? Preventing battery issues through regular maintenance can extend battery life and prevent unexpected failures.
What are your thoughts on the automotive industry’s move toward more complex battery technologies? Share your comments below,and let us know how these changes are affecting your business!
