The branding may be blue and yellow, but Australia’s leading battery manufacturer is now formally celebrating its ‘green and gold’ roots with the ‘Australian-Made’ logo now officially part of the company’s footprint.
Century Batteries Marketing Manager Automotive (Australia & New Zealand) Andrew Bottoms said use of the registered certification trademark, filled the last link in the chain celebrating the company’s commitment to manufacturing in Australia.
The Australia Made logo can only be used on products that are registered with the not-for-profit Australian Made Campaign Ltd (AMCL), and which meet the criteria set out in the Australian Consumer Law and the Australian Made, Australian Grown (AMAG) Logo Code of Practice.
“If there is one positive from the COVID pandemic it is the increased support for Australian-made products and renewed calls for increased local manufacturing,” Mr Bottoms said.
“When the pandemic first struck many supply-chains were drastically affected: the benefits of local manufacture came into its own with Century Batteries able to maintain consistent supply of locally held stock when some other battery importers were struggling.
“We are recognised as an Australian Border Force Australian Trusted Trader (ATT): a partnership with Australian businesses to secure our borders and facilitate legitimate trade: accrediting Australian businesses with compliant trade practices and a secure supply chain.
“The last link in the chain showing our commitment to consumers is the Australian-made label. We have been making batteries in Australia for Australian conditions for nearly 94 years. Not only do we commit to the supply chain but also to supporting other businesses: 98% of components from our locally built battery range are sourced from Australian suppliers.
“Still some consumers are unaware we are local manufacturers. The Australian made symbol offers immediate cut through. Without a doubt it is Australia’s most trusted, recognised and widely used country of origin symbol.
“It has a recognition factor of 99% and a trust rate at 92% so that is incredibly important for us as we strive to reach a century in manufacturing. We are in the business of making batteries that are different to our competitors – batteries built in Australia, for Australian conditions and this symbol immediately communicates that.
“The fact we design and manufacture batteries in Australia means products can be tailored specifically to suit particular applications and also be designed to handle the harshest of conditions. A marine battery must be able to handle the repeated wave pounding of rough seas off our coastline, while a 4×4 battery needs to withstand the sweltering heat of being under-bonnet on a hot summer’s day in some of the most remote areas of the country. This sort of refinement can only be achieved through decades of local product testing and development.”