Johnson Controls Targets Bangers with ‘Black Dynamic’ Battery

Many of us have been strapped for cash at some time or another, and the recession has left large numbers of people financially smarting throughout the UK. Despite the extended scrappage scheme, more drivers have been prompted to hang onto their cars for longer periods of time. Johnson Controls is catering to this growth market with its Varta-branded Black Dynamic battery, and will begin shipping this product to independent workshops and repairers this autumn.

Recent studies indicate the credit crunch is causing more drivers to think about maintaining their existing cars rather than replace them. A GIPA UK survey of buying intentions in 2009 suggests that 82 per cent of drivers intend to keep their current vehicle. This is where the Black Dynamic comes into the picture – the 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. As more than 40 per cent of all vehicles in the UK car parc fall into this category, independent workshops have a potential market in excess of six million cars to service and repair.

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 and 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.

“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 also incorporates Johnson Controls’ patented PowerFrame grid technology to provide longer service life, improved performance and greater corrosion resistance.

Johnson Controls adds that owners of newer cars and older models retrofitted with accessories such as satellite navigation and DVD players should opt for its Varta Blue Dynamic product, which offers a more advanced specification.