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The Star Malaysia - Star2 - - News - — THOMAS HUONG

CEN­TURY Bat­tery is the mar­ket leader for au­to­mo­tive bat­ter­ies in Malaysia, and caters to ve­hi­cle seg­ments rang­ing from a com­pact car to a 16-wheeler truck.

Based on the com­pany’s in­ter­nal data, Cen­tury Bat­tery has the largest mar­ket share and high­est brand aware­ness among con­sumers in the coun­try.

There are good rea­sons for Cen­tury Bat­tery’s suc­cess, among which are un­der­stand­ing the needs of con­sumers and build­ing good re­la­tion­ships with dis­trib­u­tors and re­tail­ers.

“We do in-depth re­search to un­der­stand both the con­sumers and our dis­trib­u­tors’ needs. When their bat­ter­ies fail – con­sumers are up­set and want a quick so­lu­tion. Dis­trib­u­tors and their re­tail­ers must have the right bat­ter­ies in stock at the right price to the con­sumer. Our job is to make this hap­pen,” said Cen­tury Bat­tery gen­eral man­ager Suresh Nanoo.

“In the un­likely event that the bat­tery fails within the war­ranty pe­riod, Cen­tury Bat­tery out­lets are in­structed to en­sure speedy res­o­lu­tion of a re­place­ment bat­tery. At our end, Cen­tury pro­cesses the claim and we get back to our dis­trib­u­tors and re­tail­ers within seven days,” he added.

An­other fac­tor be­hind the Cen­tury Bat­tery’s mar­ket lead­er­ship is lo­cal assem­bly which trans­lates into newly-minted prod­ucts and helps the com­pany to man­age prices, com­pared with com­pet­ing brands and im­ported au­to­mo­tive bat­ter­ies.

This is es­pe­cially im­por­tant in times of volatile eco­nomic con­di­tions.

“We are in­trin­si­cally a man­u­fac­turer and not a trader, and thus, we of­fer fresher bat­ter­ies com­pared with im­porters. Bear in mind that the longer the in­ter­ven­ing pe­riod be­tween bat­tery for­ma­tion and ac­tual us­age, the higher the drop in start­ing volt­age,” Suresh pointed out.

He also noted that Cen­tury Bat­tery was also bet­ter able to hold its prices last year, de­spite be­ing hit by a dou­ble whammy.

“The price of lead (used in mak­ing bat­ter­ies) went up and the ring­git dropped against the green­back. But be­cause the group has lead re­cy­cling plants and pro­duces its own bat­ter­ies, we were able to hold our prices and re­duce the im­pact on con­sumers.”

To fur­ther help cus­tomers with war­ranty sup­port, Cen­tury Bat­tery also has a war­ranty ser­vice cen­tre lo­cated at 26/1 along the Fed­eral High­way (lo­cated af­ter Subang Na­tional Golf Club; op­po­site Se­tia Jaya KTM Ko­muter sta­tion).

“It is the first of its kind in Malaysia, and a one-stop cen­tre geared for quick res­o­lu­tion of cus­tomers’ is­sues,” said Suresh.

Be­sides war­ranty sup­port, the Cen­tury Bat­tery war­ranty ser­vice cen­tre pro­vides ser­vices such as bat­tery and charg­ing sys­tem di­ag­no­sis, jump start, and bat­tery charg­ing and re­con­di­tion­ing.

Mean­while, the com­pany has also re­ceived good feed­back for its Cen­tury Bat­tery As­sist ser­vice which is only a phone call away (toll free 1-800-22-8837).

The Cen­tury Bat­tery As­sist ser­vice is avail­able in the Klang Val­ley, and pro­vides a 24-hour de­liv­ery and in­stal­la­tion ser­vice, as well as a free check on the car charg­ing sys­tem.

The ma­jor­ity of Cen­tury Bat­tery sales con­sist of the higher and pre­mium main­te­nance-free or MF bat­ter­ies mod­els namely Ul­tra­max (21month war­ranty), SDFC or Spe­cially De­signed For Con­ti­nen­tal (12 month-war­ranty) and Marathoner.

The Ul­tra­max MF bat­tery is the only bat­tery in the coun­try that is Sirim cer­ti­fied.

The Ul­tra­max was also de­signed for long ser­vice life, with a flex­i­ble vi­bra­tion pad that pre­vents dam­age from ex­ces­sive vi­bra­tion on bad roads.

The heavy duty Marathoner is the com­pany’s best-sell­ing bat­tery, and is de­signed for long-last­ing ser­vice life, as it has thicker bat­tery grids which can min­imise cor­ro­sion and degra­da­tion. An­other pre­mium MF bat­tery is the Mo­to­lite heavy-duty, while the com­pany also of­fers mass-mar­ket bat­ter­ies such as Start, Izu, Ajax, Blitz, Mar­shall and Q-eL.

“Peo­ple want con­ve­nience. How­ever, while MF bat­ter­ies are in­creas­ingly pop­u­lar, we still see strong de­mand for con­ven­tional bat­ter­ies from the com­mer­cial ve­hi­cle seg­ment, taxi driv­ers and also, price-sen­si­tive con­sumers. They do not mind hav­ing to reg­u­larly top up a bat­tery with dis­tilled wa­ter, com­pared with many ur­ban mo­torists who prob­a­bly don’t even want to lift up the hood of their cars,” said Suresh.

For more than 50 years, Cen­tury Bat­tery Sdn Bhd has served mil­lions of Malaysian mo­torists, au­to­mo­bile man­u­fac­tur­ers and deal­ers with su­pe­rior au­to­mo­tive bat­ter­ies.

Over 2,000 out­lets na­tion­wide carry Cen­tury prod­ucts, in­clud­ing its mar­ket lead­ing line of MF bat­ter­ies.

Po­si­tioned as “The Trusted Name in Bat­ter­ies”, it is a lead­ing player in the Malaysian mar­ket.

Cen­tury is also a pre­ferred OEM (orig­i­nal equip­ment man­u­fac­turer) bat­tery sup­plier to the coun­try’s ma­jor car brands.

Suresh ex­plain­ing about Cen­tury’s mar­ket lead­er­ship.

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