VARTA Automotive

Name

VARTA Automotive

Legal name

Clarios Germany GmbH & Co. KG

Website

https://varta-automotive.com

Company type

Private

Founded year

1887

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Automotive Batteries

NAICS

Battery Manufacturing (33591), Motor Vehicle Electrical and Electronic Equipment Manufacturing (33632)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Automotive Batteries & 12V/Low-Voltage Energy Storage Manufacturing (IMACAJAJ)

akta.pro secondary industries

Aftermarket Battery, Charging & Power Accessories Manufacturing (12V Batteries/Jump Starters/Chargers/Inverters) (IMACANAL), Battery Modules & Packs (Industrial/Commercial pack assembly) (IMAGAHAB)

Keywords

• Automotive batteries
• Lead-acid batteries
• AGM battery technology
• Commercial vehicle batteries
• Powersports batteries

Headquarters

HQ city

Watford

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Automotive Battery Sales: Primary revenue stream from manufacturing and selling lead-acid batteries (AGM, EFB, SLI) and lithium-ion batteries for passenger vehicles, commercial trucks, powersports (motorcycles, ATVs, jet skis), and leisure applications (caravans, boats). Batteries are sold through channel partners including workshops, retailers, wholesalers, and directly to OEMs.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

VARTA Automotive manufactures and sells lead-acid batteries (AGM, EFB, SLI) and lithium-ion batteries for passenger cars, commercial vehicles, powersports, and leisure applications. The brand is owned by Clarios Germany GmbH & Co. KG and supplies automotive OEMs directly while distributing replacement batteries through workshops, retailers, and wholesalers in 100+ countries.

Product overview

VARTA Automotive offers a comprehensive portfolio of advanced lead-acid and lithium-ion batteries across four main product lines: Automotive (Dynamic AGM, EFB, AUX, SLI), Heavy Commercial (ProMotive AGM, EFB, SLI), Powersports (AGM, AGM Active, SLI Freshpack, SLI Gardening, Gel), and Leisure (Professional AGM, EFB, SLI, Li-Ion). The product range spans from conventional starter batteries to advanced AGM technology with 3x cycle life, enhanced EFB for start-stop systems, and premium Li-Ion for leisure applications. All products feature patented PowerFrame grid technology for reliability and performance. The company also provides complementary services including a Battery Finder tool, Partner Portal with training academy, Fleet Program with TCO calculator, and battery testing programs to support both B2B partners and end consumers.

Differentiator

Problem solved

Functional benefit

Brands

• Dynamic: Automotive battery product lines including Dynamic AGM, Dynamic EFB, Dynamic AUX, and Dynamic SLI for passenger vehicles.
• ProMotive
• Powersports
• Professional
• PowerFrame
• VARTA Li-Ion

Products and services

• VARTA Dynamic AGM
• VARTA Dynamic EFB
• VARTA Dynamic AUX
• VARTA Dynamic SLI
• VARTA ProMotive AGM
• VARTA ProMotive AGM B-Case
• VARTA ProMotive EFB EFB battery for commercial vehicles requiring high cycling capability and reliable starting under demanding conditions.
• VARTA ProMotive SLI
• VARTA Powersports Freshpack (Powersource)
• VARTA Powersports AGM
• VARTA Powersports AGM Active
• VARTA Powersports SLI (Yard)
• VARTA Professional AGM
• VARTA Professional EFB
• VARTA Professional SLI
• VARTA Professional Li-Ion Battery

Quantifiable outcome

• 3x longer cycle life compared to conventional batteries when used in start-stop vehicles (AGM technology)
• +5 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core, regional and minor.

• FordcoreOEM/ Whitelabel/ Licensing PartnerFord vehicles rolling off assembly lines equipped with Clarios/VARTA batteries. VARTA supplies original equipment batteries to Ford for various vehicle models including those with start-stop technology.
• HondacoreOEM/ Whitelabel/ Licensing PartnerHonda vehicles equipped with Clarios/VARTA batteries at OEM level. Partnership includes supply of batteries for vehicles with advanced electrical requirements.
• General MotorscoreOEM/ Whitelabel/ Licensing PartnerGM vehicles including Chevrolet and other brands equipped with Clarios/VARTA batteries. Partnership spans multiple vehicle lines and powertrain types.
• ToyotacoreOEM/ Whitelabel/ Licensing PartnerToyota vehicles equipped with Clarios/VARTA batteries. Partnership supports Toyota's diverse vehicle lineup including hybrid and conventional powertrains.
• NissancoreOEM/ Whitelabel/ Licensing PartnerNissan vehicles equipped with Clarios/VARTA batteries at OEM level. Partnership includes supply for vehicles with start-stop and advanced electrical systems.
• SubarucoreOEM/ Whitelabel/ Licensing PartnerSubaru vehicles rolling off assembly lines with Clarios/VARTA batteries. Partnership supports Subaru's all-wheel-drive vehicles with reliable starting power.
• ECOBAT LogisticscoreStrategic or Co-development PartnerUK waste battery collection partner for Clarios under Waste Batteries and Accumulators Regulations 2009. ECOBAT Logistics handles collection, treatment, and recycling of waste automotive batteries from final holders including garages, scrap yards, and Authorised Treatment Facilities.
• Neotek CorporationregionalChannel Partner/ Reseller/ DistributorAuthorized distributor for VARTA products in Taiwan. Located at 10F, No109, Sec. 3, Minsheng E.Rd, Songshan Dist, Taipei City, Taiwan 10544.
• Technical University of Munich (TUM)minorStrategic or Co-development PartnerResearch partnership for using VARTA ProMotive AGM truck batteries in scientific equipment for climate research. Batteries power remote sensing equipment in alpine areas for the AlpSenseRely project studying rockfall prediction.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• CATL: World's largest EV battery maker by volume, expanding into energy storage and 12V/low-voltage systems. Not a direct competitor today but a long-term disruptive threat as 12V Li-Ion architectures scale and EV-native OEMs rationalize battery supply chains.

Direct peers

• EnerSys: Global leader in industrial batteries, including motive power (forklift), reserve power and specialty batteries. Overlaps with VARTA's commercial vehicle, leisure and industrial battery offerings, particularly in Europe and the Americas.
• FIAMM Energy Technology: Italian automotive and industrial battery maker (formerly FIAMM Group), active in OE automotive, aftermarket and standby power. Competes directly with VARTA in European OEM and replacement channels.
• GS Yuasa: Japanese manufacturer of lead-acid and lithium-ion batteries for automotive, motorcycle (Yuasa brand — dominant in powersports) and industrial applications. Direct competitor in European and global OE automotive and powersports battery segments.
• Exide Technologies: One of the world's largest lead-acid automotive and industrial battery manufacturers, selling under brands such as Exide and Chloride. Direct competitor to VARTA/Clarios in OEM and aftermarket 12V automotive batteries across Europe and globally.
• Banner Batteries: Austrian lead-acid battery manufacturer with strong position in European automotive OE and aftermarket. Direct competitor in passenger car and commercial vehicle 12V batteries, particularly in German-speaking markets.
• East Penn Manufacturing: Privately held US lead-acid battery maker producing automotive, commercial, marine and powersports batteries (Deka brand). Competes head-to-head with Clarios/VARTA in North American OEM and aftermarket channels and globally in commercial vehicle batteries.

Emerging players

• Camel Group: One of China's largest automotive battery manufacturers, expanding into European and global OEM supply. Increasingly competes with VARTA/Clarios on cost in volume 12V automotive OEM sockets.
• Amara Raja Batteries: Indian manufacturer of automotive (Amaron brand) and industrial batteries. Competes in aftermarket and increasingly in OEM supply globally, with overlap in commercial vehicle and passenger car lead-acid batteries.

Regional players

• AtlasBX: Korean automotive battery maker with strong domestic OEM share and growing exports to Europe and North America. Direct competitor to VARTA in 12V automotive OEM supply, particularly in Asian OEM platforms.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/clariosglobal
• YouTubeyoutube.com/channel/UCKzg3_tmPWhb_NBFisOnsjQ
• Facebookfacebook.com/ClariosGlobal
• LinkedInlinkedin.com/company/varta-autobatterie-gmbh
• Instagraminstagram.com/clariosglobal

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about VARTA Automotive