The three-year deal will see Exide supply RAC with more than 160,000 batteries annually, increasing its hold on the UK market.
Exide and RAC have launched co-branded ‘parts of matching quality’ replacement batteries, as well as AGM and ECM batteries for micro-hybrid cars that use start-stop and regenerative breaking systems.
As part of its selection process, RAC studied each supplier’s technology, supply chain, brand recognition and overall value proposition. Early on it knew that only a primary battery manufacturer could bring the best combination of quality and value to its seven million members.
“Exide supplies original equipment to manufacturers such as Ford and BMW, and our customers already have a strong affinity to the brand,” said Mark Johnson, commercial development manager at RAC. “We wanted to bring our customers the latest technology straight to the roadside, and Exide’s ‘parts of matching quality’ and AGM batteries are more advanced than anything else on the market.”
Exide and RAC decided on a co-branded battery design to highlight the sense of partnership they have embraced. “RAC told us early on that they didn’t just want a supplier – they wanted a partner that could bring the latest technology and best value to their members,” said Andrew Bevington, sales and marketing director at Exide. “We worked closely together to design co-branded batteries that are technically advanced, long lasting and affordable.”
RAC breakdown patrols carry a broad range of batteries for most types of UK cars, and they drive to a nearby distributor if a customer needs a battery they are not carrying.
“RAC responds to over 500,000 battery-related call-outs each year, and we always aim to get each customer back on the road as quickly as possible,” said RAC’s Mark Johnson. “Exide has a large and geographically dispersed supply chain network, which will help to make this possible.”
Visit Exide at www.exide.com