Exide Technologies has launched a new global marketing campaign with an AGM-focus, aimed at strengthening demand for absorbed glass mat (AGM) batteries in the automotive aftermarket, as the segment continues to expand alongside increasing vehicle electrification.
The “When Leaders Trust” campaign is designed to support distributors, workshops and retailers by reinforcing Exide’s positioning as a supplier of OEM-equivalent AGM batteries, while driving sell-out performance at point of sale, across trade channels and through digital platforms.
Central to the initiative is Exide’s claim that around 70% of European vehicle manufacturers rely on its AGM batteries for original equipment applications. The company is using this OEM presence to build confidence in its aftermarket offer, highlighting that its replacement AGM products are manufactured on the same production lines, using the same materials and processes, and subject to identical quality controls.
For workshops, this is intended to support “like-for-like” replacement of increasingly complex batteries in modern vehicles, while for distributors it provides a higher-value product proposition linked to OEM validation.
Giving aftermarket an AGM-focus
The campaign reflects broader trends in the automotive battery market, where AGM technology continues to gain traction due to rising electrical loads, the proliferation of start-stop systems and the growth of mild and micro-hybrid vehicles. Compared with conventional flooded lead-acid batteries, AGM systems offer higher cycling capability, improved durability and greater reliability under demanding operating conditions.
Exide said its AGM products are designed to meet the requirements of modern vehicles equipped with advanced driver assistance systems (ADAS) and other electronic safety features, which depend on stable and consistent power supply. The company also highlighted the role of AGM batteries in supporting electrified powertrains, particularly in applications requiring frequent charge–discharge cycles.
The AGM-focus campaign emphasises product quality and traceability, with Exide stating that its AGM batteries undergo full inspection, including multiple quality control checkpoints, real-time production monitoring and component verification. The company also pointed to its European manufacturing base as a differentiator, positioning locally produced batteries as a reliable and sustainable option for regional markets.
Alongside technical messaging, the campaign is built around a consistent visual identity intended to increase brand visibility across workshops, trade media and retail environments. Exide said the approach is designed to help partners communicate product benefits more effectively and improve conversion rates in a competitive aftermarket landscape.
AGM technology is seen as a key segment within the shift towards battery electric vehicles, bridging the gap between traditional lead-acid batteries and higher-voltage systems used in full hybrid and electric vehicles.
For Exide, the AGM-focus campaign signals a continued strategy of leveraging OEM relationships to strengthen its position in the aftermarket, while responding to evolving vehicle requirements that are increasing demand for higher-performance lead-acid solutions.
Daniel Royer, SVP automotive division at Exide Technologies, said: “When leaders trust Exide, it sends a powerful message to the automotive aftermarket. Our AGM technology is checked to the highest standards, built in Europe, and proven by OEMs. It reflects the sector’s growing need for such technology – and the investment needed to power production, engineering and sustainability – with Exide leading the way.”
“This campaign builds on what our partners already know – Exide’s AGM lineup is best in class,” said Alain Lez, Sr., business director sales, automotive AM, at Exide Technologies. “By giving distributors and workshops clear messaging and strong visibility assets, we help promote our brand and technology with confidence and create added value at every customer touchpoint.”
