Century Batteries

What Century Batteries does

Century Batteries, operating legally as Century Yuasa Batteries Pty. Ltd., is an Australian stored-energy manufacturer founded in 1928 and headquartered in Carole Park, Queensland, with a secondary manufacturing plant in Auckland, New Zealand. The company is a subsidiary of Japan's GS Yuasa Corporation and produces lead-acid (flooded, AGM, Gel), enhanced flooded (EFB), and lithium iron phosphate (LiFePO4) batteries for automotive, marine, 4WD/camping, deep cycle, powersports, truck/heavy equipment, and stationary power applications. Its product portfolio spans the Century Ultra Hi Performance and Hi Performance conventional car batteries, ISS Active AGM and EFB stop-start lines, Hybrid & EV auxiliary batteries, Marine Pro and Marine Pro Cruiser ranges featuring proprietary Platelock vibration technology, AGM and lithium Deep Cycle batteries (Lithium Pro Gen2 with Bluetooth BMS), Century PS stationary VRLA batteries, and distributed Optima SpiralCell products, alongside chargers, testing equipment, and accessories. The company employs approximately 600 people, operates 35 distribution centers, and produces over 1.3 million batteries annually.

The business model is hardware sales of physical battery units, distributed through a network of more than 8,000 authorised resellers across Australia and New Zealand, complemented by national aftermarket retail chains, independent battery specialists, and trade portals. Revenue is generated from one-time product sales across multiple chemistries and price tiers (e.g., 30-month to 40-month warranty tiers for conventional batteries, 5-year warranty on Lithium Pro). Customers are fragmented across individual motorists, recreational boaters, 4WD enthusiasts, fleet operators, and SMB trade buyers; named partnerships (Red Bull Ampol Racing, Andrew Ettingshausen) are sponsorship-driven rather than direct revenue anchors. The company also recycles over 3,000 tonnes of used lead-acid batteries annually and sources 98% of components for its locally built ranges from Australian suppliers, supporting a closed-loop operating model certified to ISO 9001:2015 and ISO 14001.

Name

Century Batteries

Legal name

Century Yuasa Batteries Pty. Limited

Website

https://centurybatteries.com.au

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Century Batteries is an Australian stored-energy manufacturer (founded 1928) producing lead-acid, AGM, EFB, and LiFePO4 batteries for automotive, marine, deep cycle, and stationary applications, distributed through 8,000+ resellers across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Automotive Batteries

NAICS

Battery Manufacturing (33591)

SIC

Electronic & Other Electrical Equipment (No Computer Equip) (3600)

akta.pro primary industry

Battery Cells (Li-ion, LFP, Sodium-ion, Lead-acid, NiMH) (IMAGAHAA)

akta.pro secondary industry

Battery Recycling & Materials Recovery (Li-ion, LFP, Flow, Lead-Acid) (EUAMALAE)

Keywords

• Automotive batteries
• Marine batteries
• Deep cycle batteries
• Lithium batteries
• Lead-acid batteries

Headquarters

HQ city

Mulgrave

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Battery Sales: One-time sale of batteries across multiple chemistries and applications including automotive, marine, powersports, deep cycle, truck/heavy equipment, lawn mowers, and stationary power. Revenue generated through sale of physical products to consumers and trade customers via distributor and retailer network.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Century Batteries designs, manufactures, and distributes a comprehensive range of stored energy solutions including automotive starting batteries, Idle Stop/Start AGM and EFB batteries, hybrid/EV auxiliary batteries, marine starting and dual-purpose batteries, deep cycle AGM and flooded batteries, Lithium Iron Phosphate (LiFePO4) deep cycle batteries, VRLA stationary power batteries, and motorcycle/powersport and lawn mower batteries. The company also distributes Optima SpiralCell AGM batteries and offers compatible battery chargers and diagnostic equipment. All products are manufactured in Carole Park, Queensland (with additional production in Auckland, New Zealand) and sold through a national authorised reseller network.

Product overview

Century Batteries is an Australian battery manufacturer offering a comprehensive portfolio of stored energy solutions across automotive, marine, powersports, and deep cycle applications. The product lineup centers on core battery technologies including conventional lead-acid car batteries (Ultra Hi Performance with 40-month warranty, Hi Performance with 30-month warranty), Stop/Start vehicle batteries (ISS Active AGM and EFB variants), Hybrid & EV auxiliary batteries, Marine batteries (Marine Pro and Marine Pro Cruiser lines with Platelock technology for engines from 70hp to 350hp+), Deep Cycle batteries (Flooded, AGM, and Gel variants), Lithium Deep Cycle batteries (Lithium Pro Gen2 with LiFePO4 technology, Bluetooth connectivity, 5-year warranty), Stationary Power VRLA batteries (PS series), and distributed Optima batteries featuring SpiralCell technology. Supporting products include battery chargers (CC series with multi-stage charging for various battery types including dedicated Lithium profiles), testing equipment (BT900, Yu-Fit configurator), and accessories. The company operates manufacturing in Carole Park, Queensland since 1928.

Differentiator

Problem solved

Functional benefit

Products and services

• Century Ultra Hi Performance Car Batteries Premium Australian-made sealed maintenance-free automotive batteries with 40-month warranty, providing over 15% extra starting power and 30% longer life compared to standard models, targeted at vehicles with high power demands.
• Century Hi Performance Car Batteries Sealed maintenance-free automotive batteries with 30-month warranty, designed and built in Australia for local conditions and targeted at standard power demand vehicles.
• ISS Active AGM Stop-Start Batteries Premium Absorbed Glass Mat (AGM) batteries engineered for vehicles with Idle Stop Start systems, delivering fuel-saving and reduced emissions benefits with maximum service life and exceptional starting power.
• ISS Active EFB Stop-Start Batteries Enhanced Flooded Batteries (EFB) for standard Idle Stop Start vehicles, featuring lithium carbon additive for up to 50% faster recharging and 2x cycling performance with increased shock and vibration resistance.
• SmartDrive AGM Batteries Premium AGM batteries for vehicles with Stop Start or Micro Hybrid technology, offering exceptional starting power, longer service life, high efficiency charging, and 3x cycling endurance.
• Century Hybrid Auxiliary Batteries Original equipment (OE) Hybrid Auxiliary batteries endorsed by leading car brands, delivering exceptional cycling performance and reliable auxiliary power for hybrid vehicles.
• Marine Pro Cruiser Batteries Heavy-duty marine starting batteries for vessels with engines over 350hp, featuring superior vibration resistance and extra strength for demanding marine conditions.
• Marine Pro Batteries Dual-purpose marine batteries with proprietary Platelock technology for wave pounding and vibration resistance, suitable for engines up to 350hp with starting power and semi-cycling capabilities for onboard accessories.
• Century AGM Deep Cycle Batteries Advanced Absorbed Glass Mat (AGM) deep cycle batteries with 36-month warranty, superior cycle life, maximum deep discharge capability, spill-proof design allowing multi-angle fitment up to 90 degrees, rated at 800+ cycles at 50% depth of discharge with less than 3% monthly self-discharge.
• Century Lithium Pro Gen2 Batteries Lithium Iron Phosphate (LiFePO4) deep cycle batteries with 3000+ cycles at 80% depth of discharge, integrated BMS with Bluetooth connectivity, 5-year warranty, lightweight design (half the weight of equivalent lead-acid), up to 10x faster recharging, tilt/angle mountable up to 90 degrees, certified to IEC62619, IEC61960, and IEC60095 standards.
• Century PS Stationary Power Batteries 5-year VRLA batteries for primary and backup power in domestic and commercial applications, featuring AGM recombinant design that eliminates maintenance and is suitable for hard-to-reach locations. Available in 6V and 12V models ranging from PS612 to PS12650.
• Optima Batteries (YELLOWTOP, BLUETOP, REDTOP) Premium battery line featuring patented SpiralCell technology with spiral-wound cells instead of flat plates. Available in YELLOWTOP (dual purpose high-performance AGM), BLUETOP (high-performance AGM marine), and REDTOP (high-performance AGM starting) variants, with up to 15x more vibration resistance than conventional batteries.
• EverRide Powersport Batteries Batteries for motorcycles and powersport applications, available in AGM, maintenance-free, and maintainable options, engineered for Australia's demanding climate and operating conditions.
• Dual Force+ Series (4WD & SUV Batteries) Battery series for 4x4 and SUV applications including 24LX MF, 24X MF, 27LX MF, 27X MF, and 31X MF models.
• Truck & Heavy Equipment Batteries Heavy-duty batteries designed for trucks and commercial equipment applications requiring durable high-performance power.
• Lawn Mower Batteries Batteries for ride-on mowers and small engines, part of the EverRide range, available in AGM, maintenance-free, and maintainable options.
• Century Battery Chargers (CC Series) Range of battery chargers including CC6121.2, CC1206-XLi, CC1212-XLi, and CC1225-XLi models, with multi-stage charging profiles for lead-acid, AGM, GEL, EFB and lithium batteries, with the CC1212-XLi specifically designed for Lithium Pro batteries.
• Testing & Diagnostic Equipment Battery testing and diagnostic equipment including BT900 digital battery tester, BT521, Yu-Fit battery configurator tool for vehicle energy management systems, BM12V battery monitor, and Midtronics MDX P300 and MDX650P testers.

Quantifiable outcome

• 3000+ cycles at 80% depth of discharge for Lithium Pro batteries
• +4 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators12 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Clarios: World's largest automotive battery manufacturer (formerly Johnson Controls Power Solutions), producing VARTA, Optima, and other brands. Century distributes Optima in ANZ and competes against Clarios in automotive battery segments.
• EnerSys: Global leader in stored energy solutions for industrial applications including motive power, network power, and aerospace/defense batteries. Comparable in industrial battery manufacturing and recycling infrastructure.
• VARTA AG: German battery manufacturer producing automotive, industrial, and micro-batteries with strong European market position. Competes with Century in automotive aftermarket categories.
• GS Yuasa Corporation: Parent company of Century Yuasa Batteries and one of the largest lead-acid battery companies globally. Comparable technology platform, broader geographic footprint, and serves automotive, motorcycle, and industrial markets.
• Bosch Automotive Batteries: Robert Bosch's automotive battery division producing lead-acid and AGM batteries globally. Competes with Century in automotive replacement and OE segments across ANZ.

Direct peers

• Marshall Batteries: Australian battery manufacturer and distributor serving automotive, marine, and industrial markets. Direct competitor to Century in the ANZ region with overlapping product range and distribution model.
• SuperCharge Batteries: Direct Australian competitor manufacturing and distributing automotive, marine, and deep cycle batteries through a similar reseller model. Overlaps with Century across product range, customer base, and ANZ distribution channels.
• Exide Technologies: Global battery manufacturer of lead-acid and lithium batteries serving automotive, industrial, and motive power markets. Competes with Century in automotive aftermarket and stationary power categories across multiple geographies.
• Trojan Battery Company: US-based manufacturer specializing in deep cycle batteries for golf, floor cleaning, renewable energy, and recreational vehicles. Directly comparable to Century's deep cycle and lithium deep cycle product lines.

Regional players

• Amara Raja Batteries (Amaron): Major Indian battery manufacturer producing automotive and industrial batteries under the Amaron brand. Comparable technology and product portfolio to Century, though focused on Indian and emerging Asian markets.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/CenturyYuasaAus
• Facebookfacebook.com/CenturyBatteries
• LinkedInlinkedin.com/company/century-batteries
• Instagraminstagram.com/centurybatteries
• Xx.com/centuryyuasa

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

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 Century Batteries