Automotive batteries have come a long way in the last decade.
Powering everything from electric vehicles (EVs) to hybrids to vehicles with high electrical loads like stop/start technology or infotainment systems, the consumer market is making it clear there’s big demand for efficient, high-capacity batteries.
And this demand can translate into steady, profitable business for tire dealers who have the capabilities to repair and replace integrated electrical systems and batteries when these components inevitably fail.
According to MTD’s 2024 Tire Dealer Automotive Service Study, 83% of tire dealers surveyed offered battery and electrical services — a good first step. But as advancements in battery technology continue to develop, staying on top of evolving trends, technology and technician training is critical to staying ahead in an increasingly competitive market.
MTD recently asked executives from major battery manufacturers Clarios, DEKA Batteries, Odyssey Battery and Stryten Energy to provide insight on market trends, emerging technologies and industry niches that may warrant a look. From lead-acid to AGM to lithium, the experts discuss what to take note of and what’s next in battery technology.
MTD: Battery technology is changing rapidly. What are the biggest shifts that dealers need to know about?
REBECCA CONWAY, vice president of marketing for the aftermarket, U.S./Canada, Clarios: Recent shifts in battery technology have been driven by the increasing demands of modern vehicles, particularly start-stop technology, increased electrification and connected vehicles. Key advancements in the market come down to two key factors. The first is a need for higher performance batteries and the second (consists of) emerging battery technologies.
Original equipment vehicle manufacturers have increasingly adopted start-stop technology to meet vehicle emissions standards.
Currently, over 50% of vehicles produced in North America are start-stop. A start-stop vehicle requires a higher performing battery, specifically AGM (absorbent glass mat).
An AGM battery is precision-engineered to support the higher cycling needs of startstop vehicles. Clarios has transitioned from a pure lead-acid battery manufacturer to a chemistry-agnostic energy systems supplier based on the evolving needs of vehicle manufacturers. This includes the development of lithium-ion, sodium-ion and supercapacitor technologies.
JOEL BRADY, assistant vice president of marketing, DEKA Batteries: As the trend towards electrification continues full speed ahead, it is important that consumers choose the right kind of battery technology for their vehicles. This is especially critical for EV and hybrid vehicles. EVs and hybrids have a high-voltage and a low-voltage sys tem. Both are dependent on each other to operate the vehicle. The high-voltage system is powered by lithium batteries. However, the low-voltage system is powered with a lead battery. The lead battery serves as a supporting battery. If the main lithium pack fails, the lead battery continues to power critical safety functions. Its robust design serves as a better safety backup than a lithium battery. That’s why using lead battery technology, like DEKA Intimidator with EHP (electric hybrid performance), helps to protect the overall performance and safety of EV or hybrid vehicles.
ALAN KOHLER, senior marketing manager, Odyssey battery at EnerSys: As the vehicle industry has evolved and become more technologically attuned to the desires of end-users, such as cars that have start-stop technology or advanced auxiliary applications, there has been increased demand for AGM and enhanced flooded-lead acid batteries. AGM batteries provide a high-cycle life, enormous cranking power, excellent deep-cycle reserve capacity, extreme temperature tolerance, fast-charge acceptance and a spill-proof design that makes them maintenance-free and vibration-resistant — all key attributes that optimize performance for vehicles with start-stop systems or high-end accessories.
DAN AUTEY, executive vice president, commercial, Stryten Energy: A significant shift is occurring in the way vehicles use their batteries. Traditional lead batteries were designed to do one thing: start, light and ignite. That’s why they’re called SLI. They crank your engine and allow your alternator to act as your charging system to run all your accessories.
Today, however, more vehicles need batteries that can not only start the vehicle, but can also function in cycling applications for start-stop functions and power a car’s advanced accessories. For instance, when a vehicle halts at a traffic light, the engine stops and the battery is now running all the car’s accessories, such as the backup camera, blind spot detector and much more. Then the battery is required to start the engine again. This start-stop function requires vehicles to cycle their battery frequently during every drive.
Traditional lead batteries weren't designed to handle this increased cycling, so new battery technologies like enhanced flooded batteries (EFB) and absorbed glass mat (AGM) have been developed. EFB and AGM are built to handle cycling and power more accessories, addressing the higher demands of modern vehicles.
MTD: What marketing or sales best practices do you recommend to influence the battery sale at the retail level?
CONWAY (Clarios): Provide clear and accurate information about the need for advanced battery technologies, including performance, sustainability and long-term cost savings. Showcase the real-world benefits. Use case studies and testimonials to demonstrate how advanced batteries improve vehicle performance and reduce operational costs.
BRADY (DEKA): Choosing sustainable technology helps all of us conserve our natural resources, protecting our planet for the next generation. That’s something everyone can get behind. You might think glass bottles, newspapers and aluminum cans are the most recycled product.
However, they don’t come close to lead batteries in terms of recyclability. All of the main components can be recycled to create brand new batteries.
Lead batteries are comprised of three key components: lead, plastic and acid.
These materials are completely recyclable and can be collected and processed to be reused in manufacturing new batteries, avoiding disposal and the landfill. Lead can be reused infinitely in the production of new batteries, without loss of performance. Acid from used lead batteries can also be recycled, avoiding disposal of hazardous waste. How does it work?
When consumers replace their vehicle batteries, they return the used one for proper recycling. The battery is picked up and taken to a trusted recycling partner for proper processing. Manufacturers like East Penn use the recycled materials to make new batteries.
KOHLER (Odyssey): I think it’s important to show (customers) the value that the product that you are selling offers, especially as it applies to their unique power demands.
AUTEY (Stryten): While consumers may have previously seen EFB and AGM replacement offers as attempts at upselling them, today’s vehicles are increasingly coming from the OEMs already fitted with EFB and AGM. These cycling batteries are now table stakes, and dealers must inform their customers about this change and how they could be exposing their vehicles to decreased performance and more frequent replacement if they choose a standard battery options.
Additionally, dealers should back up their battery recommendations and inventory with data by partnering with battery manufacturer’s category management services. Category management services aim to improve distributor and dealers’ SKU mix and adjust it seasonally or as broader market trends occur. They help remove the guesswork for retailers on the types of batteries that they should order and stock, helping them to have the right inventory for each consumer.
Finally, lead batteries are sustainable and nearly 100 percent are recycled at the end of life. In fact, more than 80% of new batteries are manufactured using these recycled components. This circular economy of lead batteries ensures that batteries stay out of landfills and are recycled to produce new batteries in a continuous sustainable loop.
MTD: What battery niches do you suggest tire dealers should pursue?
CONWAY (Clarios): Proactive dealers can explore several promising niches in battery technology. As mentioned earlier, AGM batteries are ideal — and often required — for vehicles with start-stop systems, advanced safety features and high electrical demands. They offer reliable performance and are a rapidly growing market segment. Dealers should have these on-hand. Offering battery maintenance and testing services can also help dealers build customer trust and ensure optimal battery performance.
BRADY (DEKA): As we drive into the electrified future, vehicles will need to rely on multiple technologies for optimal power. Knowing which types of batteries are best-suited for your customer’s power needs is essential.
KOHLER (Odyssey): Batteries engineered with AGM 2 technology are a niche and given the benefits we have been talking about — a wise consideration for dealers. It represents a new generation of AGM battery technology and is uniquely engineered to address increased power demands of modern vehicles.
AUTEY (Stryten): Every dealer should learn about and stock EFB and AGM cycling batteries to meet the demands of today's start-stop, power-demanding vehicles. These lead batteries are here for the long-haul.
Savvy dealers should also be paying attention to the potential for lithium starting batteries for cars in the future. Already lithium batteries are used for recreational vehicles like RVs and golf carts in deep-cycle applications. It is likely only a matter of time before we see lithium batteries introduced as starting batteries for more vehicles. While the technology and supply chain for these batteries are not ready yet, the potential does exist for manufacturers and distributors to build a domestic circular economy for lithium batteries. Building this type of efficient, looped supply chain will help bring down prices, create more supply and reduce reliance on overseas sources.
