Quality Drives M/C Battery Market Once Again

Maxxis International UK plc is expanding its range of motorcycle and ATV batteries in response to changes in the market’s dynamics and rising demand. A 90-strong range of GS Batteries is sold through Bickers plc, a division of Maxxis International UK plc, along with the most popular Powerite batteries – the company’s own brand product which has now been reintroduced.

Bickers has been selling GS Batteries for the past 30 years alongside Vesrah brakes, DID chain, Motorex oils and lubricants, Fieldsheer clothing, Hagon shock absorbers and Maxxis tyres. OE accredited, GS is one of the market-leading brands available in the UK and is suitable for all sizes of motorcycle, from scooters to superbikes, as well as ATVs.

“Powerite is a name known in the UK motorcycle market, but for the past few years not for batteries. We withdrew Powerite batteries from our range about eight years ago because customers were demanding quality above all else and at that time favoured premium brands like GS,” says Derek McMartin, managing director of Maxxis international UK plc.

“Over the past five years, however, price has been the key market driver and since experience of the very cheapest products has shown they do not always satisfy customer needs, the pendulum is now swinging the other way once again and there is a growing requirement for good quality motorcycle batteries at a sensible price.”

Owners of new to five-year old bikes opt for GS, which is probably the world’s largest motorcycle and ATV battery supplier. The brand is Bickers’ main line and Mr McMartin says sales are increasing year on year.

“Because of the volumes we sell we can offer GS Batteries at a reasonable price, so although there is a price premium for quality, it is not as great as customers may think,” he explains.

Meanwhile owners of bikes older than five years are looking for economically priced products they can rely on and this is where Powerite – an own brand battery developed and quality controlled by Bickers – comes into its own.

“Our stock profile of Powerite batteries is suitable for 80 per cent of all road bikes available in the UK and the brand is a key part of our range, which is set to grow in the near future,” concludes Mr McMartin.

GS and Powerite batteries are available from Maxxis on an ex-stock, next day delivery basis, while cases of Powerite products – between four and ten batteries per case – attract a 10 per cent discount.