Product R&D: Century Batteries - Made in Australia for local conditions

MADE IN AUSTRALIA FOR LOCAL CONDITIONS

For over 90 years Century Batteries have been designing and building their iconic blue and yellow batteries right here in Australia – and now it’s official

Since 1928, Century says it has been committed to Australian workers and consumers by designing and building its extensive battery range in Australia. Century says the fact that it designs and manufactures batteries in Australia also brings with it additional benefits. Because the products are built here, they can be tailored specifically to suit particular applications and also be designed to handle the harsh conditions that Australia is famous for. To further emphasise this commitment to manufacturing in Australia, Century Batteries has partnered with ‘Australian Made’ to incorporate their renowned logo on all locally made Century products. Since September 1, all locally made Century products are now proudly wearing the official green and gold “Australian Made” logo to help consumers identify products which were produced in their factory in Carole Park, Queensland. The logo is Australia’s most recognised and widely used country of origin symbol and ensures products that carry the logo are certified as genuine Australian made products – which in Century’s case is something that has been going on for almost 100 years. For retailers and workshops across Australia who stock Century products, Century says the benefits are obvious. The “Australian Made” logo is reportedly recognised by 98 percent of consumers, and as a result is a powerful marketing tool which will help Century capitalise on their main point of difference over competing brands – batteries built in Australia, for Australian conditions. The importance of this should not be underestimated, it says, stating that Australianmade products have experienced a surge in support during 2020 and 2021 - with research reportedly showing that 93 percent of Australians are more likely to buy a product that is ‘Made in Australia.’ In recent times Century has seen a resurgence of support for locally made products, with many consumers stating that they would be willing to pay more to purchase and support products which are Australian made – because the flow on effects for the Australian economy are profound. Thanks in part to its Australian manufacturing facility, Century currently employs over 600 people and puts over $100 million back into the local economy every year – with over 98 percent of components from their locally built battery range sourced from Australian suppliers. A marine battery must be able to handle the repeated wave pounding of rough seas off our coastline, while a 4x4 battery needs to withstand the sweltering heat of being under-bonnet on a hot summer’s day in some of the most remote areas of the country. Century says this sort of refinement can only be achieved through decades of local product testing and development. The benefit of building batteries in Australia also means that Century has a more consistent supply of locally held stock throughout the year when some other battery importers might be struggling. The recent pandemic has reminded consumers about the importance of supporting Australian Made products, and Century says its network of

34 distribution centres across the country means that no matter where you are, there is a dynamic supply of stock to service your business and help your customers. To help your business keep pace with the latest changes and advancements in the automotive arena, Century says it also offers resellers access to a comprehensive online battery training program. It is regularly updated with the latest battery technology and training information to ensure your workshop is powered with the most up-to-date information and skills when it comes to batteries. Century explains that its ‘Battery Finder’ portal also enables you to quickly choose the right battery for any vehicle, and even provides fitment instructions and a time estimate for the work – making it easy for you to produce quick and accurate quotes to your customers. Century is also an active player in the Australian media landscape, supporting several high-profile personalities and organisations including the Supercars Championship, Supercars Team 18 / IRWIN Racing, Andrew Ettingshausen from Escape with ET, Team Bray Racing, and Australia’s most popular automotive YouTube channel Mighty Car Mods. With the help of these activities, Century says it has remained the most recognised battery brand in the Australian marketplace. Century Yuasa invites you to contact your local Century Yuasa representative on 1300 362 287 for more information on its extensive range of products and to understand how your business can benefit from becoming a stockist. For more from Century, visit www.centurybatteries.com.au

Australian Automotive Aftermarket Magazine Publisher, Cameron McLachlan, takes a look at the products driving the automotive aftermarket. cameron@aaaa.com.au