DURACELL
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LONG LIFE, POWER, INNOVATION
THE NEW FORCE ON EUROPE'S STREETS.
Duracell – this name stands for ultimate durability and life, maximum power in extreme situations and continuous further product development.
Modern vehicles now make massive demands on starter batteries. Duracell Batteries are constructed, to deliver maximum performance and reliable starting every single day, and in all conditions. The product range from the ‚Starter‘ – the entry into the Duracell brand, and continue through the ‚Advanced‘, the AGM and EFB types for start stop applications, up to the ultimate hard working ‚Professional‘ for trucks, buses and agricultural vehicles.
BIRTH OF A GLOBAL BRAND
The company’s history began in the early 1920s with the inventive scientist Samuel Ruben and the innovative manufacturer of tungsten filament wire, Philip Rogers Mallory. While searching for equipment for an experiment, Ruben visited Mallory’s firm and this led to a partnership that continued until Mallory’s death in 1975. It was this cooperation that laid the foundations for the creation of Duracell International.
Samuel Ruben’s inventions revolutionized the battery technology of the time. For example, during World War II he developed the mercury cell battery, which stored increased capacity in more compact dimensions. This was ideally suited to the tough conditions prevailing in the North African and South Pacific operational theatres. Mallory produced millions of these innovative batteries for war use and founded the Mallory Battery Company.
In the 1950s, Samuel Ruben improved the alkaline manganese battery. Ruben succeeded in making the battery far more compact and durable than all of its predecessors and at the same time Eastman Kodak cameras made their market debut. Their integrated flashlight required more energy than the zinc-carbon batteries of the time could deliver and in addition the batteries had to be smaller. Therefore, Mallory developed AAA-size alkaline manganese cells especially for this purpose, but as the company did not have its own sales organization, the owners allocated licences to other companies.
The increasing demand for energy for photographic products brought alkali batteries into the equation and they resulted in the birth of the Duracell brand in 1964. The sales market for Duracell batteries literally exploded and the brand went global. In the high-performance alkaline battery area, Duracell quickly became the world’s leading producer.
From the very beginning of the company’s history, the focus was on the many applications for batteries. And as a result of progressive technology, batteries are now used in a wealth of areas. Duracell is a name for incomparable longevity, full power in extreme situations and continuous further product development.
A PINK BUNNY THAT HAS MADE HISTORY.
SINCE THE FOUNDATION OF DURACELL, THE FOCUS HAS ALWAYS BEEN ON THE DURACELL BUNNY.
Duracell has been supplying the whole world with energy in battery form for decades. At the heart of these activities stood and still stands the Duracell bunny. This lends the brand an engaging personality and demonstrates daily that Duracell batteries provide great longevity.
The brand symbol made its debut in 1973, when it already showed that Duracell batteries last for much longer than standard zinc-carbon batteries. Thanks to Duracell batteries, the bunny was able to win any contest and has continued to do so ever since.
In the meantime, the pink bunny has travelled all around the world. Moreover, just as Duracell batteries and energy products have been subject to ongoing improvements with regard to quality and performance, the bunny has been subject to a parallel evolution. Today, it is one of the world’s best-known brand symbols.
