Adding EFBs to the inventory ensures that consumers can maintain their vehicle’s performance without the premium cost associated with AGM batteries.
Consumers are accustomed to having choices, and the automotive battery aftermarket should be no exception.
For start-stop and hybrid vehicles, consumers have two battery replacement choices: Enhanced Flooded Batteries (EFB) and Absorbed Glass Mat (AGM) batteries.
AGM batteries have been around since the 1990s, and modern vehicles that came standard with AGM are now in their second or greater battery replacement cycle. EFB, a newer battery technology introduced in 2008 in Europe to reduce fuel consumption and emissions, is now used in approximately 30 percent of new start-stop and hybrid vehicles sold in the U.S.
Today, consumers are keeping their cars longer, reaching a record high of 12.6 years in 2024. As vehicles age and decrease in value, consumers seek more cost-effective battery options to meet their vehicle’s power needs. An EFB provides consumers an alternative to more expensive AGM batteries to support start-stop and hybrid functionality, balancing cost and performance.
The Current Retail Landscape
Prior to EFB’s introduction into the U.S. aftermarket, automotive retailers were accustomed to promoting AGM batteries as the only replacement option for start-stop and hybrid vehicles.
The only alternative was the conventional flooded battery, which will wear out faster because it is not designed for start-stop or hybrid systems. This can lead to dissatisfied customers as conventional batteries fail to keep up with the high cycling demands, disabling the start-stop feature and reducing the battery’s lifespan.
Today, retailers can give consumers choices for battery replacement by adding EFB to their battery racks.
Why Consumers Want an EFB
In the past 10 years, cycling failures have increased by 30 percent due to the additional computerization and start-stop functionality in today’s vehicles. The number of electrical devices in modern vehicles has increased by 500 percent in the past 20 years. As a result, the batteries under the hood need additional energy to support these electronics. EFBs are designed to support the technological demands of modern vehicles, including start-stop and hybrid technologies.
It’s important to replace an Original Equipment (OE) EFB with another EFB to maintain the vehicle’s performance and functionality. In applications where the battery is under the hood, EFBs provide a more affordable option to AGM batteries without compromising performance. However, replacing an AGM or EFB with a conventional flooded battery type may result in reduced performance or battery life.
Why Add EFB to the Shelf
By expanding product offerings to include EFB, automotive retailers can meet consumer’s evolving needs and increase customer satisfaction. Offering EFBs as an option means customers do not have to compromise between cost and functionality.
Customers may not want to spend money on a premium AGM battery for an older car and while a conventional flooded battery may save money, it can lead to early failure. Having to replace the battery more often could lead to poor customer satisfaction. Providing another viable battery option is a way to increase sales and meet consumers’ needs.
Nearly 30 percent of the new start-stop vehicles sold in the U.S. come equipped with an EFB. That number is growing as start-stop technology becomes standard in many modern vehicles. Adding EFBs to the inventory ensures that consumers can maintain their vehicle’s performance without the premium cost associated with AGM batteries.
As vehicle power demands continue to evolve, choosing the right battery will become even more important. By rethinking store layouts, shifting shelf space away from conventional flooded batteries and expanding the product range to include EFB, automotive retailers can better meet consumer demands by providing a reliable, cost-effective solution that supports the power needs of modern vehicles.
