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LUHAM
Page 126
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TECH•PLUS
Tungstone Batteries estimates over-capacity at 25 to 30% on a European basis.
Although little has been heard from Oldham since the launch of Tech-Plus, the first range of enveloped batteries available in the UK, the Oldham range has been on the market for 70 years and claims a high level of awareness both at distributor and consumer level.
The automotive division of Tungstone intends to build Oldham into a leading UK brand and has gone back, it says, to first principles to do so. The Oldham logo will continue to be used, while the slogan, which has had several forms, is felt to have something of a cloth cap image. A new, single up dated format has been de signed.
All European battery 'natu. facturers have experienced k. difficult period in the past fem years owing to low prices, over-capacity and mild winters. Hawker Batteries, which look: after the group's lead-acid battery interests, has been no exception. In addition, the prob. tem of three sister, yet autonomous, companies operating it one market, led Hawker Bat, teries to combine Oldham anc Crompton into Oldham Crompton in 1987.
As conditions failed to improve significantly, all automotive battery• interests at the Tungstone site in Market Har. borough were consolidated, Now all three brands are to be promoted to their separate customers' bases. Oldham is. three times as well known as. Tungstone, which is in turr twice as well known as Crompton — leading to the Tung stone decision to embark or the "Oldham relaunch to revitalise the brand".
Oldham says that 50% of warrandy failures occur withir the first three months of battery life — 90% of these failures involving single cell faults where plate side-shorting ane lead runs are usually the cause. The Oldham Tech-Plus range is designed to eliminate these faults: • The critical bonding that connects battery plates to a common top bar is now fully automated.