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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.
Exide Confidential 5
Battery Market Overview
Exide Confidential 6
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
Exide Confidential 7
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
Exide Confidential 11
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)
• Glass Mat Separator
• Graphite Paste Additive
• Individual Pressure Managed Cells
• Heavy Cast On Straps
• Concast Positive And Negative Grids
• Highly Corrosion Resistant Lead-tin Grid Alloys
• Higher CCA To RC Ratio (More Power)
• Glass Mat Separator
• 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
• Heavy Cast On Straps
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 13
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 23
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
Higher Vibration Resistance for decreased damage and corrosion
Spill Proof
Non Spillable AGM can be oriented on side
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
Higher Vibration Resistance for decreased damage and corrosion
Spill Proof
Non Spillable AGM can be oriented on side
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
Vibration Resistance
Maintenance Free
Reserve Capacity
Vibration Resistance
Maintenance Free
Vibration Resistance
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
Vibration Resistance
Maintenance Free
Featuring Featuring Featuring Featuring StablStablStablStabl----LokLokLokLok®®®® PlusPlusPlusPlus
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