Fixed Ops Magazine 2022 Vol 19-1 - 56

PARTS DEPARTMENT BY SCOTT LEAR
CHARGE UP
YOUR
BATTERY
SALES
Using Customer Data to Accomplish Your Goal
L
et's look at how dealerships can find a new
way to monetize lead-acid battery sales. All indications
are that new vehicle inventories will
remain below historic averages in 2022. These inventory
restraints will keep consumers holding onto their
vehicles longer than expected. The longer you own a
vehicle the more likely your battery will fail and need
to be replaced, which will lead to more battery sales
for dealerships.
AUTOMOTIVE AND BATTERIES
Electric starter motors became routine in the 1920s,
requiring batteries to run. In 1971 a sealed battery that
didn't require filling was invented, and car dealerships
became the designated car battery retailers. Today
there are two major categories for vehicle batteries:
lead-acid and lithium.
Lead-acid batteries are primarily located in internal
combustion engine (ICE) vehicles.
Lithium batteries are located in Hybrid and electric vehicles
(EV) units. In the U.S., lead-acid batteries make
up more than 95% of all batteries currently on the road
today, with lithium batteries growing market share daily.
STRAINS ON THE LEAD-ACID BATTERY
Over the years, not much has changed with the lead-acid
battery. But demands on the lead-acid battery have
certainly increased. Every year manufacturers are adding
new technologies that put strains on their lifespan.
From stop/start technology to touchscreens, batteries
are maxed to their limits. These pressures, along with
weather and everyday wear, have consumers replacing
lead-acid batteries on average once every four years.
In extremely hot locations like Arizona and Florida, replacement
can be as often as every three years.
LIFETIME BATTERY WARRANTY HISTORY
The concept of a lifetime battery warranty is not new
and has been in certain automotive dealerships' service
offerings for years. The lifetime warranty gained nation56

Fixed Ops Magazine 2022 Vol 19-1

Table of Contents for the Digital Edition of Fixed Ops Magazine 2022 Vol 19-1

Fixed Ops Magazine 2022 Vol 19-1 - 1
Fixed Ops Magazine 2022 Vol 19-1 - 2
Fixed Ops Magazine 2022 Vol 19-1 - 3
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