Exide Product Overview Hovis Auto & Truck March...

AWDA / AAPEX

2012

Exide Confidential

Exide Product OverviewHovis Auto & Truck

March 2013

Exide Company Overview

Exide Confidential 2

Exide Confidential

With More than 120 Years in the Battery Business,

Exide has the Experience, Advanced Research & Development

Capabilities and Knowledge to Provide Stored Energy Solutions

With the integration of Industrial and Transportation divisions, Exide is able to bring more solutions…

• Batteries for Retail Sale (Automotive, Marine, L&G, Power Sport, Golf Cart, HD)

• Batteries for Trucks/Fleets

• Motive Power for forklifts

• Batteries for Scrubbers/Sweepers

• Back up Batteries for facilities

• Battery storage for solar solutions

• Batteries for Government and MilitaryHD Commercial

AutomotiveSolar and Back Up Power

Telecom Power

Motive

3

Exide Confidential

• Branch Sales & Service– Company Owned Branches

in the U.S., Canada and Mexico

• Inventory Management

• Warranty Administration

• Core Retrieval

• Sales Training

• Recycling– 5 Recycling facilities in the

U.S.

– 2 Recycling facilities in Europe (Spain & Portugal)

– 1 Recycling Facility in New Zealand

• Innovative Branding & Marketing– Brand Campaign

• Start Positive. Stay Positive.

– National advertising in trade and consumer publications

– Pull-through marketing programs– Design assistance for labels, POS

materials, etc. – Retail and wholesale battery display

racks– Official Battery of NASCAR®: seasonal

and sponsorship-linked promotions

• Product Portfolio– Full assortment of batteries for

automotive, truck, SUV, heavy-duty, commercial, marine, RV, lawn & garden, golf cart, and niche applications

– Leading-edge technology– More than 98 percent domestic vehicle

coverage (per VIO data)

Exide’s Value Proposition

Starts with our Customers

4

Exide is One of the

Largest Secondary Lead Recyclers

Lead batteries are essentially 100% recyclable

Approx 12 Recycled Batteries -

Makes 10 New Batteries

Exide Recycling

Recovers:

• Over 99% of all lead received at our facilities

• Over 2 million pounds of lead per day, 365 days a year

• Neutralizes over 25 million gallons of sulfuric acid per

year

One of the few companies in our industry providing Total Battery Management (TBM)

• It frees customers from the regulatory burdens of handling lead

• It allows Exide Technologies to better manage its inventories for increased productivity at manufacturing sites;

• Finally, it keeps recyclable materials in the manufacturing stream instead of landfills.


Battery Market Overview


While the NA Battery Market

Stabilizes, Opportunities for Growth Exist

88.3 93 92.1 94.2 96.4 96 97.8 99 105.7 107.1 108.7 110.4 111.9

21.621.5 21.1 22.3 21.7 20.9 20.1 12.5

16.2 17.8 19.1 20.1 20.9

98.8

17.3

110 113 117 118 125 128 131 133

115 122111116118117

0

25

50

75

100

125

150

175

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Replacement OEM

Source: Based on data from: Battery Council International; Frost & Sullivan 2009: JD Power

Includes: Auto, HD, Marine, Special Tractor, Utility, Golf Cart / Floor Scrubber, Motorcycle & Military

Excludes: Export and all other types

Segment 2013 - 2014 Projected CAGR

North America OEAftermarket

North America Projections

2.1%5.5%1.5%

• Increase Premium Mix• Drive Traffic/ Increase Share• Enter New Markets – AGM• Pull Forward Sales - Testing

• Increase Premium Mix• Drive Traffic/ Increase Share• Enter New Markets – AGM• Pull Forward Sales - Testing

Canada Represents About 3.5% of Aftermarket Sales or 3.7M


Innovative and improved vehicle technologies are needed to meet

these new requirements including: lower friction tires, turbo

charging, light weight components, and batteries.

Today 2016

Source: Exide market analysis March, 2013

Regulation and Fuel Cost are Driving

Vehicle Technology

Approx.

25mpg

35.5 mpg

54.5 mpg

Today 2016 2025

Fu

el

Eco

no

my154g

130g

95g

Today 2016 2025

CO

2E

mis

sio

ns

Exide Confidential

Since the Mid-80’s, There has been an

Exponential Increase in Demand from the

Battery as a Primary Source for Powering More.

9

Source: BATTERY Service Manual, Thirteenth Edition, Battery, 2008 Battery Council International. Pg 7.; External internal reference

Av e rage Ve h ic le Ign ition O ff-D rain

6

21

48

60

75

0

10

20

30

40

50

60

70

80

1985 1990 1999 2002 2009

V e h ic le Ye a r

Ignition Off-Drain

Key Reasons– Complex installation

– Demographic shifts

– Baby Boomers – biggest population group; tend to be DIFM 55+

– Increase in Women - 72% of DIFM; +28% for battery purchases (over last 10 years), while men are

declining (-13% same time period)

Opportunities– Independent repair shops, OES, and installers are positioned for growth

– Females may be more inclined to go to garages that diagnose problems

– Aging Vehicle fleet could spur repair growth – Average vehicle age = 10.6 years.

– Performance, quality, and efficiency value propositions resonates

Source: Group, 2012 IMR, 2012 Experian, 2012 Automotive News, 2012 Digital Aftermarket Factbook, 2011-2012 AASA Automotive Aftermarket Status Report

Market Experiencing Strong Shift To DIFM –

Up 12% In Past 5 Years

Exide Auto / Marine

Product Line Overview


12

Ultra-PremiumGood Better Best Premium

• Rolled Lead Strip / Expanded Grids

• Moderate Grid Wire Corrosion Radii

• Tin / Calcium Alloy

• Moderate Active Material Densities

• Moderate CCA /Moderate RC

• No Anchor Bonding

• Rolled Lead Strip / Expanded Grids

• Large Grid Wire Corrosion Radii

• Tin / Calcium Alloy

• Moderate Active Material Densities

• High CCA / Moderate RC

• Hot Melt

• Gravity Cast Positive Grids

• Large Grid Wire Corrosion Radii

• Silver / Tin /

Calcium Alloy

• High Active Material Densities

• Higher RC/CCA Balance

• Glass Mat Separator

• Graphite Paste Additive

• Individual Pressure Managed Cells

• Heavy Cast On Straps

• Concast Negative Grids

• Highly Corrosion Resistant Lead-tin calcium Positive Grid Alloys

• Higher RC To CCA Ratio (More Energy)


• Graphite Paste Additive

• Individual Pressure Managed Cells


• Concast Positive And Negative Grids

• Highly Corrosion Resistant Lead-tin Grid Alloys

• Higher CCA To RC Ratio (More Power)


• 99.99% Pure Lead Plates

• Stamped Negative Grid

• Special High Compression Plastic Case

• Higher RC To CCA Ratio (Most Energy Capacity)

• Corrosion Resistant Highly Conductive Brass Terminals


Standard Lead Acid Flooded Absorbed Glass Mat Competitive Ranges

Exide Classic Exide SelectExide

NASCAR ExtremeNorthStar

High Performance AGMExide EDGE Exide Vortex

New Technology Differentiated Portfolio

To Address Customer Needs

Good Better Best Premium Ultra Premium

Exide’s Tiered Portfolio

is Differentiated on Technology

Exide Classic

Exide NASCAR Select

Exide NASCAR Extreme &

Global Extreme

Exide NorthStar(HPFP)

Standard Lead Acid - Flooded Absorbed Glass Mat (AGM)

Targeted Mainstream consumer vehicles as Trade up

from Flooded Batteries

Targeted segment for Car

Enthusiasts, Commercial &

Municipalities

Exide Edge Flat Plate & Vortex Spiral Wound

Portfolio Not Simply Differentiated by Ratings but Battery Technology

$65 - $88 $135 - $199

(Flat Plate)$219+$75 - $110 $88 - $129 $199 - $219

(Spiral)

Coming Spring

2013


Exide Confidential

Exide has Responded with a Full

Assortment of Advanced Batteries.

Premium Flooded

Flat Plate And Spiral AGM

Ultra Premium AGM

14

Current AGM Share of Market

•AGM represents 1.6% of total batteries sold with over 80% of sales for Spiral Wound product

– 77% of AGM sales are in Automotive

– 23% of AGM sales are in Marine

AGM Market Data

15

Source: NPD, CY 2011

Total Battery Sales (AGM/Flooded)Total Battery Sales = 107M Units

(NPD, CY2011; Exide Analysis)

AGM = 1.6%

AGM = 1.8%

AGM = 6.1%

AGM Battery Estimated Sales – By SegmentTotal Estimated AGM Units = 1.676M

(based on NPD reported data extrapolated to total market)

Marine / RV AGM

380.6K Units; 23% Auto AGM; 1.295M

Units; 77%

FP AGM: 304.3K

Units; 18%

Spiral Wound AGM

1.372M Units; 82%

Auto / Marine Split

24.2%20.8%

15.4% 16.3%

0%

20%

40%

60%

80%

100%

Satisfaction with Power

Canada

Consumers Are Demanding More From Their Vehicles

16

• Only 20% of US consumers and 16% of Canada consumers are “very”satisfied with performance of lead acid batteries1

US

Source: 1 Exide Primary Research (Phase 2 AGM Positioning Quantitative), December, 2010, USA Base “n” = 314, CA Base “n” = 208

Satisfaction with Power

Satisfaction with Performance

Satisfaction with Performance

• Worn out batteries, lack of consumer satisfaction and performance demands drive consumer needs

• Consumers ranked superior performance, safety and durability as the specific attributes with highest interest 1

Exide Confidential

Introducing…Exide® EDGE™ and

VORTEX® AGM Products+ Ensuring every destination is a source of inspiration+ SureLife™ Graphite Technology keeps life on track

= Exide AGM batteries for life-on-the-go and get-the-job done drivers.Starts Like New Stays Like New Longer

* Vortex testing expected to yield similar results

17

18

SureLife Graphite Technology Improves Conductivity

Lead Lead SulphateSulphate

CrystalsCrystals

Carbon particles forming Carbon particles forming

a conductive networka conductive network

CLICK 1 X to Show Animation. Animation illustrates the conductive pathways within the carbon negative

SureLife Graphite Technology Provides Faster Re-charge

19

State of

ChargeState of

Charge

Standard Cell SureLifeTM Carbon Particle Cell0

100

0

100

i

i

i

i

i

i

i

i

i

Standard cells: lower conductivity due

to larger lead sulphate crystals resulting

in inability to charge back to full State of

Charge.

CLICK 1X to Show Animation. Animation illustrates ability to recharge (red dots = current)

Carbon batteries: recharge to full State

of Charge in shorter time due to higher

conductivity and smaller lead sulphate

crystal resulting in faster, easier

electrolyte mobility.

Exide Confidential

Exide EdgeTMAGM

for Today’s On-The-Go FamiliesExperiencing all that life-on-the-go has to offer

SureLife Graphite Technology to protect busy families from the strains and drains of multi-tasking driving

Exide Edge Flat Plate AGM BatteriesStarts Like New Stays Like New Longer

Energize More

17 X More Energy For Everything

Max Durability

Up to 15% More Starting Energy

Rapid Recharge

Enhanced Charge Acceptance

Launched Spring

2012

20

Exide Confidential

Exide VortexTM AGM for

Get-The-Job-Done DriversEarning a reputation for pulling your own weight—and then some.

SureLife Graphite Technology to power get-the-job-done drivers

New Exide Vortex Spiral Wound AGM BatteriesStarts Like New Stays Like New Longer

Boosted Strength

5-second power boost

Always Ready

SureLife Graphite Technology delivers responsive power

supply

Confident Starts

Extreme Performance for drivers who work hard and play harder

Coming Spring

2013

21

22

Exide’s AGM Portfolio Best Meets Mainstream Consumer Needs

Best for everyday vehicles like

sedans, minivans and SUV’s for the

busy stop & go lifestyles of today’s

families.

For Family

Protection

For Work

or Play

Best for those who work hard and

play harder in trucks & SUV’s (both

off-road and on).

Good Parents – More Lasting Energy y

means more protection against battery

failure from unplanned events.

•17X More Energy For Everything

•Delivering up to 15% more starting power, even

under extreme conditions

•6X More Re-charges To Maintain Capacity Longer

Busy Guys - More Responsive Power for

fast starts and quick recharge which provides

confidence and control over their day.

• Strong 2-second starting power, even in 0°F

• Tested to handle heavy key-on, key-off loads, from 2.5

amps to 800 amps

• Designed for quick recovery and recharge

Claims vs. conventional lead acid batteries (Vortex claims anticipated)

Marine/RV Portfolio Evolves to Simplify

Navigation and Expand AGM Offerings for Spring 2013

Deep Cycle

AGM

Flooded

Dual PurposeStarting


Exide Confidential

Exide VORTEXTM Starting

Marine AGM

Max Strength

Higher Vibration Resistance for decreased damage and corrosion

Spill Proof

Non Spillable AGM can be oriented on side

Coming Spring 2013

24

Rapid Recharge

Extreme Performance for boaters who work hard and play harder!

Starting Power

Stronger Starting and Staying Power So Your Marine Vessel Starts Like New and Stays Like New Longer

24MS

CA at 0°F 800

CA at 32°F 960

RC MIN @ 25A 95

Ah Capacity 48

*Designed specs

Exide Confidential

Exide VORTEXTM

Deep Cycle AGM

For Auto and Marine Applications

Max Strength


Spill Proof


Coming Spring 2013

25

Rapid Recharge

Extreme Performance for boaters / car enthusiasts who work hard and play harder!

Deep Cycle

Higher Cycling Endurance and Maximized Energy Capacity

24DC

CA at 0°F 725

CA at 32°F 825

RC MIN @ 25A 98

Ah Capacity 48

*Designed specs

Exide Confidential

Exide EDGETM Dual Purpose

Marine AGM

Max Durability


Spill Proof


Launched Spring 2012

26

Deep Cycle

Higher Cycling Endurance and Maximized Energy Capacity means season long worry-free time on the water

Starting Power

Stronger Starting and Staying Power So Your Marine Vessel Starts Like New and Stays Like New Longer

24DP

CCA at 0°F 775

CA at 32°F 930

RC MIN @ 25A 145

Exide Heavy Duty

Product Line Overview

Today’s Trucks Are Motor Homes Hauling Freight

Higher Energy Drains

Common Heavy Duty

Battery Loads

StereosStereosStereosStereos----------------- 5 amps5 amps5 amps5 amps

TVTVTVTV’’’’s/VCRs/VCRs/VCRs/VCR--------------- 8 amps8 amps8 amps8 amps

Microwave OvensMicrowave OvensMicrowave OvensMicrowave Ovens-------- 18 amps18 amps18 amps18 amps

RefrigeratorsRefrigeratorsRefrigeratorsRefrigerators------------ 7 amps7 amps7 amps7 amps

HeaterHeaterHeaterHeater------------- 5 to 14 amps5 to 14 amps5 to 14 amps5 to 14 amps

A/CA/CA/CA/C----------------9 to18 amps9 to18 amps9 to18 amps9 to18 amps

Extra 12V FansExtra 12V FansExtra 12V FansExtra 12V Fans-------------------------------------------- 8 amps8 amps8 amps8 amps

Satellite Communications Satellite Communications Satellite Communications Satellite Communications ---- 12 amps12 amps12 amps12 amps

Fog LightsFog LightsFog LightsFog Lights-------------------------------------------------------- 12 amps12 amps12 amps12 amps

Extra Lights Extra Lights Extra Lights Extra Lights ----------------–––– 1 to 4 amps each 1 to 4 amps each 1 to 4 amps each 1 to 4 amps each

CB CB CB CB ------------------------------------------------------------------------------------ 4 amps4 amps4 amps4 amps

Heated MirrorsHeated MirrorsHeated MirrorsHeated Mirrors---------------------------------------- ---- 9 amps9 amps9 amps9 amps

Fuel HeaterFuel HeaterFuel HeaterFuel Heater------------------------------------------------ –––– 40 amps40 amps40 amps40 amps

Electric WindowElectric WindowElectric WindowElectric Window-------------------------------------------- 7 amps7 amps7 amps7 amps

Flasher Flasher Flasher Flasher ------------------------------------------------–––– 3 3 3 3 ---- 33 amps33 amps33 amps33 amps

Field Test Results

from TMC Testing

• Flooded

– 68 Trucks

– Average Miles 327,600

– 2005 MY Truck

– Average Months 34

– Batteries Removals – 128

– % Removal – 41.5%

– Batteries Replaced - 113

• AGM

– 69 Trucks

– Average Miles 382,600

– 2005 MY Truck

– Average Months 33

– Batteries Removals – 16

– % Removal – 2.9%

– Batteries Replaced - 8

Note: Trucks with AGM Batteries had an average electrical maintenance

cost savings of $165/truck over the trucks with Flooded Batteries.

CCA AcidCCA

CCA

RC

Acid

750 CCA Battery

Thicker plates hold a charge for

longer periods.

More Acid Better Cooling

• Provides High RC @ 180 Min. Plus

925 CCA Battery

Thinner / more plates have more

surface area for increased cranking

Less Acid Less Cooling

• Provides less RC @ 180 Min. or

Less

Battery Design

Is More Always Better?

Lead to Acid

50%-50%

Lead to Acid

70%-30%

Spill Proof

High Cycling

Reserve Capacity

Vibration Resistance

Maintenance Free

High Cycling

Reserve Capacity


Maintenance Free

Reserve Capacity


Maintenance Free


Maintenance Free

660cca

750/925cca

Extreme Cycler

Road Force AGM 200

The Extreme Cycler 200 is a natural bridge between the pre-existing flooded portfolio and the top of the line RoadForce AGM

Placement in Group 31 Portfolio

HD AGM Features and Benefits

Features:

• Internal Element =

Support (compression)

• Low internal impedance =

Benefits:

Cycle Life Robustness� 2X to 3.4X longer

Vibration protection� More than 14X

Charge acceptance� 40% greater

Lower self discharge� 60% Longer shelf life

� Superior “parked” life

High Cycle Batteries – Start and RecoveryConstruction Features (31XHCD)

• Flood poured epoxy anchor bonding

– Increased durability and service life in high-vibration environments

• Reinforced Ribbed Case

– Reduces case distortion, unifies component stability• Large inter-cell connectors

– Provides superior vibration protection –longer life

• Heavier terminal connections

• Additional physical strength and durability• Screw in Caps with Rubber Gaskets

– Assures no leaks or corrosion while providing accessibility• Manifold Venting

– Superior acid / liquid retention rings– Reduced corrosion

• Oversized cast-on straps

– Increases electrical efficiency – quicker starts• Molded finger grips

– Easy installation

Exide Extreme™ Power 1000

The Extreme™ Power DIFFERENCE:

• Strong starting power coupled with 200 minutes of Reserve Capacity.

• STABL-LOK® Plus with flooded epoxy anchor bonding provides 3x vibration resistance vsconventional flooded batteries

• Part # - 31XPD / E

24 Month Warranty

Starting Power

Reserve Capacity


Maintenance Free

Featuring Featuring Featuring Featuring StablStablStablStabl----LokLokLokLok®®®® PlusPlusPlusPlus

Exide Product Overview Hovis Auto & Truck March...

Documents

Transcript of Exide Product Overview Hovis Auto & Truck March...