Sparks Fly

Jul 5, 2012

Looking to charge-up your sales? Hook up to performance batteries.

From AGM to lithium-ion, today’s batteries feature technological advancements that allow them to discharge deeply, recover quickly and offer the extra juice race cars and other performance machines need.

From fuel injectors to fuel pumps, fans to electronics, performance batteries are responsible for powering a wide variety of automotive parts and accessories. And much like a refrigerator or cell phone, drivers don’t always think about them until something goes wrong.

To avoid any down time, battery companies have created specific products designed to handle the rigors of performance applications. Factor in other benefits such as quicker cranking and substantial weight savings, and suddenly these power-packed products are a must-have accessory for just about any customer.

The following roundup highlights some of the latest performance battery products, and ways shops can use them to spark sales.

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Lithionics Battery LLC
Clearwater, Fla.
Steve Tartaglia
Director of Engineering

Our hottest new performance battery product is…

…our SuperCat Dual voltage battery.

Its best features include…

…a 16-volt high-output charging tap for 50-percent faster engine cranking and a dedicated/isolated 12-volt tap for powering electronics. This separates the damaging voltage sag caused by engine cranking from harming vehicle electronics. It’s two batteries in one, and is still one-third the weight of a single battery.

Shops should be excited about the performance battery market because…

…it actually offers the lowest-cost weight savings available to racers today. It is not a battery replacement, it is a performance accessory because it improves fuel pump and fuel injector performance along with (providing) faster engine restarts.

The biggest challenge shops face when selling performance batteries is…

…the cost. Lithionics Battery was the first company to break the $1,000 barrier in 2011, and now in 2012 we have broken the $500 barrier.

An unexpected benefit of offering these products is…

…our DOT-approved batteries are designed to last five racing seasons.

Shops can immediately begin making more money selling performance batteries by…

…as the late Steve Jobs of Apple said: “People don’t know what they want until you show it to them.” So, buy a sample, put it next to a lead battery and see which one they will buy.

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Braille Battery
Sarasota, Fla.
Blake Fuller
President

Our hottest new performance battery product is…

…our Braille Lithium starting battery line. The ML30C powered Team Corvette to a win in last year’s 24 Hours of Le Mans and this year we are the official battery supplier to the IZOD IndyCar series. Our new Intensity Batteries fit many performance vehicles and are a drop-in upgrade for almost any vehicle.

Its best features include…

…more power. Less weight. Longer life. Braille has developed its lithium battery technology through years of testing and working with race teams to produce the highest-quality product that can take abuse under race conditions.

Drag racers have seen a huge benefit in the 16-volt Braille Lithium performance battery because of the higher voltage and cleaner power with a total loss system. A rapid recharge profile also makes a Braille Lithium battery a viable option for low-speed vehicles and golf carts.

Shops should be excited about the performance battery market because…

…one battery model can fit hundreds of applications. Batteries need replacing every 2-5 years, so customers are often looking for a new product.

Braille’s Lithium Ion batteries are the first battery that can improve electrical performance while at the same time significantly saving weight, often up to 50 pounds.

The biggest challenge shops face when selling performance batteries is…

…educating the performance enthusiast on the benefits of a lithium battery. Also the lack of knowledge of batteries and what determines a quality product.

There are many battery companies all claiming to be the “best,” so it’s hard to decide the real performance products from the inferior products.

The best way is to look at what is being trusted by top-level professionals. Braille Lithium batteries are original equipment in every 2012 IndyCar. Teams in Formula 1, NASCAR, Le Mans and drag racing are using our lithium product now to win championships. We race on Sunday and sell on Monday.

An unexpected benefit of offering these products is…

…Braille offers batteries that are not only to be sold for performance vehicles, but also a wide variety of uses beyond the racetrack such as for powersports, off-road trucks and marine.

Additionally, performance retailers should sell batteries when upgrading other components, such as alternators, starters or other ECU performance accessories.

Shops can immediately begin making more money selling performance batteries by…

…selling Braille products that have a wide variety of applications, better margins and higher transaction prices. Braille’s products continue to grow in popularity and Braille’s MAP pricing protects the retailer.

Clients of Performance Business, such as Motor State, offer convenient reseller programs to shops wanting to sell performance batteries.

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XS Power Batteries
Knoxville, Tenn.
Nathan Way
Marketing Manager

Our hottest new performance battery product is…

…the S925 and 527 stamped aluminum hold-down combo kit.

Its best features include…

…the S925 produces more power than a lot of the much larger Group 34-size batteries (GM series battery) that weigh around 50 pounds. The S925 only weighs 25 pounds.

Being able to get 2,000 max amps out of such a small battery makes the perfect option for those who are looking to cut weight but are worried about getting a battery that is too small. When you add in the 527 hold-down, you have a battery that will work as a direct GM replacement battery and allow the user to drop around 25 pounds.

Shops should be excited about the performance battery market because…

…every performance application has to have a battery, and battery technology is evolving all the time. More and more people are learning that a good battery can mean the difference in bringing home the win or being that racer that sits on the side because their car will not start back up.

A battery is one of those things that you do not realize how important it is until you have one fail on you. You can have the fastest car at the track, but if you can’t get it down the track, then you better hope it looks good, because it isn’t anything more than a show car.

The biggest challenge shops face when selling performance batteries is…

…listening to the customer and educating the customer on the battery that will work best for them. Not everyone should run a lightweight 16-volt battery in their racing application, because their application may actually need a lot more capacity than a lightweight battery can provide.

Same thing goes for a 14-volt and a 12-volt battery application. If the application requires a lot of power, then getting the lightest battery you can find probably isn’t a good idea.

Now we have 14-volt batteries that can be used in daily-driven applications. This gives you all the benefits of running a 16-volt system on the street without all the headaches. This is a great option for a lot of people, but sticking with 12-volt may be a better choice for others.

This is where listening to the customer really makes a difference. If the shop or customer ever has a question, we have our tech staff available to help in the decision-making process. Our techs are racers, so they have the experience to help out with offering the best options.

An unexpected benefit of offering these products is…

…the follow-up sales the shop gets after the battery purchase. Most customers will also purchase a charger, power cable, power cable accessories, hold-downs, battery relocation kits and more when and after they purchase the battery. This starts a trickle effect for follow-up purchases that helps build the sales in the shop along with the trust the customer gets with each purchase.

Shops can immediately begin making more money selling performance batteries by…

…educating the customer on the performance benefits and safety benefits of going with a good performance AGM battery.

The last thing a shop wants to deal with is selling a customer a cheap battery and then having to deal with issues. If a shop sells a $100 battery and then ends up spending time on problems, then the shop isn’t making anything and its trust level with the customer starts to diminish.

That is why we offer a 60-day money-back satisfaction guarantee and up to a 3-year warranty, which isn’t prorated. Our way of thinking is if we can’t stand behind our products, then why should we expect a shop owner to?

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EnerSys
Reading, Pa.
Maria Orlando-Krick
Marketing Manager

Our hottest new performance battery product is…

…the ODYSSEY Extreme Battery powered by EnerSys. The BCI Group sizes 65 and 34 are ideal for the off-road and sport compact racing markets.

Its best features include…

…the best feature of the ODYSSEY battery is its 99.99-percent pure lead plates, which allow more power right at the start. The deep discharge cycling is ideal for the 4×4 market when a Jeep is using the winch. It also provides a fast recharge of the battery after it has been drained deeply.

Other features include its rugged durability and shock and vibration resistance, making it perfect for the bouncing and tumbling of off-road vehicles. The ODYSSEY battery offers massive starting power and provides superior cranking power to handle the fast speeds and demanding environment of the sport compact racing market.

Shops should be excited about the performance battery market because…

…the ODYSSEY battery is the solution to battery issues facing the industry. The battery can be deeply discharged and quickly recharged, as well as handle the abuse extreme environments place on the battery.

The biggest challenge shops face when selling performance batteries is…

…pricing. However, if customers find themselves replacing batteries fairly quickly, then the ROI can be seen almost immediately on the ODYSSEY battery.

An unexpected benefit of offering these products is…

…the security of knowing that it will not let you down. The ODYSSEY Extreme battery can withstand some of the most abusive and grueling environments, but is lightweight and compact, so you can stay competitive.

Shops can immediately begin making more money selling performance batteries by…

…supplying ODYSSEY batteries enables shops to demonstrate their understanding of their customers’ battery needs by providing a comprehensive selection of high-performance batteries. Recommending the ODYSSEY battery will lead to increased sales of performance batteries as premium products, while establishing the shop as a destination for serious racing needs.

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OPTIMA Batteries
Milwaukee, Wis.

Our hottest new performance battery product is…

…OPTIMA, the global leader in high-performance automotive and marine AGM batteries, has added an all-new product to its roster with the OPTIMA Chargers Digital 1200 12-Volt Performance Battery Charger. The microprocessor-controlled product was initially introduced to the performance automotive aftermarket industry at the 2011 SEMA Show in Las Vegas.

Its best features include…

…the charger enhances the performance of OPTIMA and other AGM batteries, recovers deeply discharged batteries and extends battery life. It also features a full text LCD display for charging, maintaining and fault mode indication.

With a gauge that displays battery charging and fill rate with charger mode and fault messages, this new product offers one of the best user interfaces on the market. Other innovative features include an integrated LED work light with ergonomically designed DC charging clamps, quick set selections that prompt users with a quick and easy selection of charge profiles by battery type, and USB charging for iPads, iPhones and other devices such as cameras and phones.

Shops should be excited about the performance battery market because…

…”This is our brand’s first truly new product in years and the OPTIMA Chargers Digital 1200 12-Volt Performance Battery Charger is something the market has been asking for and is something enthusiasts need,” said Cam Douglass, director of product development and marketing for OPTIMA. “This new product will revolutionize battery charging, as our other OPTIMA products do within the performance aftermarket.”

The biggest challenge shops face when selling performance batteries is…

…identifying the consumer’s or enthusiast’s battery needs. Whether it be for a performance automotive, marine or specialty application, it is important to understand and educate customers on the differences between a deep-cycle AGM battery and starting AGM battery to ensure they purchase the right product for their needs.

OPTIMA offers REDTOP, YELLOWTOP and BLUETOP lines that makes selecting the right battery for any application easier.

An unexpected benefit of offering these products is…

…although all chargers are capable of charging AGM batteries, the OPTIMA Charger provides enhanced charging capabilities. It can be used for charging flooded AGM batteries, used in automotive, motorcycle, marine, tractor, powersports, RVs and more, and maximizes the charging profile for each application while giving every battery the ability to perform at the ultimate level.

The Digital 1200 is optimized when used with high-performance AGM batteries, but has enhanced charging capabilities that can also be used with all traditional types of automotive batteries.

Shops can immediately begin making more money selling performance batteries by…

…by educating customers on, and selling high-performance batteries in your store, you directly target enthusiasts likely to return to purchase additional performance aftermarket automotive products.