Exide Revitalizes Fulmen Brand for French Automotive Aftermarket
Exide is re-establishing its Fulmen brand in the French automotive aftermarket with a renewed focus on training,technological advancement,and a commitment to quality service. The relaunch comes as the automotive landscape evolves, especially with the increasing prevalence of start & stop systems and vehicles with higher electrical demands.
A key element of Exide’s strategy is addressing the growing need for skilled technicians. Currently, AGM and EFB battery technologies – crucial for modern vehicles – already account for nearly 30% of the French market. Though, the aging and diverse composition of the French vehicle fleet necessitates improved technical expertise among repair professionals. Exide is actively supporting repairers through enhanced training programs.
“We must support repairers in increasing their technical skills,” emphasizes Davy Meri, highlighting the importance of proper diagnosis and maintenance. Exide is even advocating for preventative battery charging and regular checks,believing this approach fosters customer satisfaction and brand loyalty,rather than simply driving replacement sales. Internal data suggests that up to a third of replaced batteries could have been salvaged with recharging.
To facilitate this, Exide has appointed a dedicated national trainer to disseminate expertise to its sales force, who will then serve as training resources for distributors and mechanics. This initiative aligns with a broader European strategy, tailored to the specific needs of each local market.
Beyond training, Exide is investing in product improvements. The company recently launched a new generation of AGM batteries, already validated by major automotive manufacturers like BMW, Volvo, and Jaguar Land Rover. The fulmen range has also been redesigned for improved clarity, with simplified labeling and enhanced technical details to aid workshop selection.
Exide is also focusing on differentiation through technology and pricing, particularly in the heavy goods vehicle and electric vehicle segments, where performance and reliability are paramount.
Looking ahead, Exide is prioritizing quality and transparency over price competition. “We remain true to our philosophy: a reliable, well-installed and well-maintained battery is better than a low-end product,” states Meri. The company is also continuing research and development into battery-vehicle dialog systems, aiming to improve the sustainability and safety of future Fulmen generations through on-board analysis algorithms.
The relaunch of Fulmen, backed by this complete strategy, signals exide’s ambition to regain market share and position Fulmen as a leading premium autonomous spare parts brand in France.