Duracell, a well-known manufacturer of alkaline batteries, has put of its starter automotive batteries to the Middle East market, signing SGTC (Shukralla General Trading Co. LLC), a UAE based company, as its local distributor.
Earlier this year, Duracell concluded an exclusive licensing agreement with Austrian battery specialist Banner for Europe, North Africa and Middle East markets. Under this agreement, Banner manufactures and distributes a range of batteries under the Duracell Automotive brand, and also establishes a strategic distribution network in key markets.
Following its appointment, SGTC has concluded a number of key partnerships, including one with Batt-Mobile, a mobile battery delivery service provided by the company A&F Auto Parts in the UAE that comes to the rescue of motorists stranded with a flat battery, delivering and installing a brand new, genuine battery anywhere required. Batt-Mobile also provides other brands of car batteries, which include AC-Delco, Kinetic, Hankook and Excide.
“In time of car trouble, convenience and mobility are of utter importance to motorists, and that’s exactly what we deliver through our unique service. With our express high quality customer service and experienced technicians we can reach motorists across the UAE,” explained Adil Faizee, General Manager, Batt-Mobile.
As many of you may know, we have used the Batt-Mobile service before, installing batteries for the Honda S2000 and the Mitsubishi Galant. Most recently, we installed a Duracell battery in our Jaguar XK.
To learn more about Batt-Mobile, please visit www.batterymobile.ae and if ever in need, call 800-START (78278)
In conclusion, the Duracell product range extends from the starter, advanced, extreme and the professional. The ‘Starter’ which represents the entry point, to the ‘Advanced’ and the ‘Extreme’, the special AGM and EFB batteries designed for start/stop vehicles. The range also includes the ‘Professional’, a product line aimed at trucks, buses, agricultural and construction machinery.
Quick Facts about Duracell:
Duracell is an American brand product line of batteries and smart power systems manufactured by Procter & Gamble.
Additionally, Duracell owns the Procell professional-use brand
The History:
Duracell originated via the partnership of scientist Samuel Ruben and businessman Philip Rogers Mallory, who met during the 1920s. The P.R. Mallory Company of Burlington, Massachusetts, United States, produced mercury batteries for military equipment, trumping the carbon-zinc batteries used then in virtually all applications. During the 1950s, Kodak introduced cameras with a flash: the design required a new cell size, and size AAA was developed.
In 1964, the term “Duracell” was introduced as a brand. The name is a portmanteau for “durable cell.”
The name came from a conversation with A-1 Durable Carpet & Fabric Specialist Inc. and an executive from Mallory Battery which were both from Waterbury CT. The executive called the cleaning company and asked if A-1 Durable Carpet & Fabric Specialist Inc. had a trademark on the name Durable. The executive spoke to the son of the cleaning company, Steven Nobrega. The executive explained how they were thinking of calling a new battery that had a copper cell “Durable Cell” and asked how the name suited the cleaning company. The owner’s son explained that his father was the owner of a franchise originally called “Duraclean”. His father had chosen the new cleaning company name for the cleaning company by dropping the clean in “Duraclean” and added able to Dura to keep the name similar. The two of them started playing with the name for the new battery and the executive and owner’s son instantly agreed that Duracell was a better name for the new battery.
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