Marshall Batteries
Marshall Batteries is a privately held Australian battery retailer and 24/7 mobile roadside battery replacement provider, selling lead-acid batteries across passenger, commercial, marine, motorcycle, industrial, and solar categories through mobile vans, retail stores, e-commerce, and a fleet services program across Australia and New Zealand.
- Company typePrivate
- Founded1935
- HeadquartersCheltenham, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Marshall Batteries does
Marshall Batteries is a privately held Australian automotive battery retailer and mobile service provider, founded in 1935 by George L Thompson in Sydney and currently operating as Marshall Power Australia Pty Ltd (ABN 64 158 526 848). The company manufactures and distributes lead-acid batteries across more than 15 product categories spanning passenger and start-stop vehicles, SUV/4WD, light and heavy commercial trucks, marine and jetski, motorcycle, caravan and solar deep cycle (including the AMP-Tech sub-brand), industrial, tractor and farming, mowers, and security applications. Underlying battery technologies include conventional flooded, calcium, silver calcium, AGM (Absorbent Glass Mat), and EFB (Enhanced Flooded Battery) formats engineered for start-stop systems. The company also owns an Australian recycling facility, with products stated as 98% recyclable and made from 80% recycled materials, and 97% of collected end-of-life batteries recycled.
The business operates a hybrid go-to-market combining 24/7 mobile van roadside battery replacement, a network of company-owned and authorized retail stores, an e-commerce platform (since 2012), a fleet services program with corporate clients including Leaseplan, GE Custom Fleet, Orix, and Telstra Fleet, and a partnership with Beaurepaires (since 2011) for additional retail distribution. Geographic coverage spans all Australian capital cities plus major regional centers (Newcastle, Gold Coast, Hobart, Launceston, Darwin), with parallel operations in New Zealand. Revenue is generated almost entirely on a transactional pay-per-use basis with unit pricing ranging from approximately $181 (entry-level passenger) to over $1,000 (premium heavy-duty), with no membership fees required. Nationwide warranty periods extend up to 42 months on premium passenger batteries.
The company has changed corporate ownership multiple times: acquired by Pacific Dunlop in 1968, rebranded as GNB Technologies in 1994, sold to Exide Technologies USA in 2000, and finally divested to Marshall Power Australia Pty Ltd in 2013. Over its operating history it has developed iconic brand assets including the Marshall Matt mascot (since 1961) and the 'Holler for a Marshall' slogan, supported by long-running TV advertising including the 'Train Crossing' and 'Sticky Situations' campaigns. Strategic positioning emphasizes Australian Made heritage, environmental recycling credentials, and pay-as-you-go accessibility versus membership-based roadside assistance competitors.
Marshall Batteries firmographics
Firmographics- Name
- Marshall Batteries
- Legal name
- Marshall Power Australia Pty Ltd
- Website
- https://marshallbatteries.com.au
- Company type
- Private
- Founded year
- 1935
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Marshall Batteries is a privately held Australian battery retailer and 24/7 mobile roadside battery replacement provider, selling lead-acid batteries across passenger, commercial, marine, motorcycle, industrial, and solar categories through mobile vans, retail stores, e-commerce, and a fleet services program across Australia and New Zealand.
- Ownership category
- akta.pro rank
Marshall Batteries industry classification
Industry- Product category
- Automotive Batteries
- NAICS
- Battery Manufacturing (33591), Battery Manufacturing (335910), Waste Collection (56211)
- 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
- Batteries & Battery Packs (Rechargeable/Primary, Device-Specific Packs) (CRACATAG), Battery Pack Repair/Remanufacturing & Module/Cell Replacement (TLAKAMAB), Battery Recycling, Second-Life & End-of-Life Handling Services (TLAKAMAD), Battery Collection & Logistics (Sorting, Packaging, Transport Compliance) (EUAIAIAE)
Keywords
Where Marshall Batteries is headquartered
LocationHeadquarters
- HQ city
- Cheltenham
- HQ country
- Australia
- HQ region
- Oceania
Offices12 records
Markets served
Marshall Batteries business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Others
Revenue model
- Battery Sales: One-time purchase of automotive batteries across multiple categories including passenger, SUV/4WD, commercial, marine, and industrial applications. Revenue generated from product sales with prices ranging from entry-level to premium tiers.
- Mobile Roadside Replacement Service: 24/7 roadside battery replacement service delivered by mobile van technicians. Revenue includes battery price plus service/delivery and installation fees. No membership fees required - pay-per-use model.
- Fleet Services: Battery replacement and management services for corporate fleets includingLeaseplan, GE Custom Fleet, Orix, and others. Provides cost-effective maintenance for car, truck, and van fleets with national coverage.
- Retail Store Sales: In-store battery sales and installation through authorized dealer network and company-owned stores across Australia.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level car batteries for small vehicles |
| Unit Pricing | Pay-as-you-go | Mid-range batteries for larger vehicles |
| Unit Pricing | Pay-as-you-go | Premium batteries with extended warranty |
| Unit Pricing | Pay-as-you-go | Passenger Vehicle Extreme Tier |
| Unit Pricing | Pay-as-you-go | Passenger Vehicle Heavy Duty Tier |
| Unit Pricing | Pay-as-you-go | Passenger Vehicle Economy Tier |
| Unit Pricing | Pay-as-you-go | SUV/4WD/Light Commercial Tiers |
| Unit Pricing | Pay-as-you-go | Heavy Commercial Tiers |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels8 records
Marshall Batteries product offering
Product offeringCore offering
Marshall Batteries manufactures, distributes, and sells automotive batteries across passenger, SUV/4WD, commercial, marine, motorcycle, and industrial vehicle categories. The company delivers these products through a nationwide network of retail battery stores, mobile van technicians providing 24/7 roadside battery replacement, an e-commerce platform, and dedicated fleet services for corporate clients, all without membership fees.
Product overview
Marshall Batteries is an Australian automotive battery retailer and roadside assistance provider established in 1935, operating as a nationwide network of retail battery stores and mobile technicians. The company's product portfolio centers on automotive batteries across multiple vehicle categories: Passenger & Start-Stop Batteries (including Premium, Evolution Start-Stop, and Deputy sub-lines), SUV & 4WD Batteries (including Heavy-Duty and Explorer sub-lines), Marine & Jetski, Motorcycles, Light Commercial, Heavy Truck, Caravan & Solar Deep Cycle (including AMP-Tech), Industrial, Tractor & Farming, Mowers (Powerider), and Security & Small Power. The offering is complemented by services including 24/7 Roadside Assistance with no membership fees, Express Nationwide Warranty up to 42 months, Fleet Service for commercial clients, and a Battery Recycling Program. The company operates through a network of mobile van technicians and retail battery stores covering major capital cities and regional dealers, supported by their DealerNET system.
Differentiator
Problem solved
Functional benefit
Brands
- AMP-Tech: Deep Cycle batteries for caravans, campers, motorhomes, and solar power applications.
Products and services
- Premium Passenger Car Batteries
Quantifiable outcome
- 98% recyclable batteries with 80% recycled materials content
- +2 more outcomes
Companies that use Marshall Batteries
Customer profileNamed customers10 records
Segments8 records
Ideal customer profiles4 records
Marshall Batteries technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Marshall Batteries partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- BeaurepairescoreStrategic partnership established in 2011 to create a nationwide network of retail stores. Beaurepaires locations provide additional retail footprint for Marshall Batteries products and services.
- Australian Made CampaigncoreMajor partner since 2010, allowing Marshall Batteries to use the Australian Made logo on products, reinforcing local manufacturing heritage and quality standards.
- McGrath FoundationminorPartnership since 2012 to support funding of Breast Cancer nurses. Community-focused charitable initiative aligning with brand values.
- Have a Ball FoundationminorMajor sponsor of the Have a Ball Foundation which provides sporting balls to children in remote outback Australia communities. Supports indigenous children's health and wellbeing.
- LeaseplancoreFleet management company providing battery replacement services to their leased vehicle portfolio across Australia.
- GE Custom FleetcoreFleet management partner requiring nationwide battery services for their commercial and consumer vehicle fleets.
- OrixcoreFleet leasing partner providing battery replacement services as part of their vehicle maintenance offerings.
- MotorpassminorFuel card and fleet management provider enabling battery services for their commercial customer base.
- MotorchargeminorFleet fuel card provider connecting Marshall Batteries services to commercial vehicle operators.
- CaltexminorMajor fuel retailer partnership for battery service access through Caltex service station network.
- National Truck InsuranceminorTruck insurance provider connecting Marshall heavy vehicle battery services to their commercial trucking clients.
- Smart LeasingminorFleet leasing company requiring battery maintenance services for their commercial vehicle portfolio.
- Telstra FleetminorTelecommunications company fleet services division providing battery replacement to their commercial vehicle fleet.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Marshall Batteries competitors and assessment
Company assessmentRegional players
- NRMA (National Roads and Motorists' Association): Automobile club operating battery fitment and roadside services across NSW/ACT. Competes with Marshall's pay-per-use model via annual membership, representing an alternative service model for similar customer pain points.
- RACQ (Royal Automobile Club of Queensland): Automobile club that bundles battery replacement with roadside assistance memberships. Competitor to Marshall's 24/7 pay-per-use battery service in Queensland, though built on a subscription model rather than Marshall's fee-per-call.
Broad incumbents
- Exide Technologies: Former owner of Marshall Batteries (Pacific Dunlop → GNB → Exide) and one of the world's largest lead-acid battery manufacturers. Competes globally across automotive, commercial and industrial battery segments Marshall serves in Australia/NZL.
- GS Yuasa (Yuasa Batteries Australia): Global battery manufacturer with a strong Australian motorcycle, automotive and industrial battery presence. Competes with Marshall on specialised motorcycle and AGM applications, and is a parent/partner of competing local brands.
Direct peers
- Battery World: Australia's largest specialty battery retailer chain with stores and mobile service. Directly competes head-to-head with Marshall on passenger, commercial, marine and motorcycle batteries across the same Australian footprint.
- Century Batteries: Leading Australian lead-acid battery manufacturer and brand (also owned historically by Yuasa). Competes directly with Marshall across automotive, marine, deep-cycle and commercial product lines in Australia and New Zealand.
- SuperCharge Batteries: Australian-owned battery manufacturer and distributor covering automotive, commercial, marine and industrial applications. Competes with Marshall's manufactured lead-acid range across similar channels and vehicle segments.
- R&J Batteries: Australian battery distributor and retailer offering a comparable multi-brand, multi-application product range. Direct competitor in the wholesale and dealer battery supply channel that Marshall addresses via its own dealer network.
Others
- Clisby Repco (Repco / Burson Auto Parts): Australia's largest auto aftermarket parts retailers stocking batteries alongside broader parts. Adjacent competitor at the retail shelf for replacement batteries, complementing rather than directly overlapping Marshall's specialist/service-led offer.
Emerging players
- Interstate Batteries: US franchise-based battery distribution and roadside replacement model that mirrors Marshall's franchise/mobile-van dealer model. Highly relevant as a structural comparable for Marshall's dealer-led go-to-market.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Marshall Batteries social profiles
Digital presenceMarshall Batteries financial estimates
Financial estimateRevenue estimate
Valuation estimate
Marshall Batteries leadership team
Management profileNumber of profiles
Marshall Batteries funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Marshall Batteries M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Marshall Batteries
What does Marshall Batteries do?
Marshall Batteries manufactures, distributes, and sells automotive batteries across passenger, SUV/4WD, commercial, marine, motorcycle, and industrial vehicle categories. The company delivers these products through a nationwide network of retail battery stores, mobile van technicians providing 24/7 roadside battery replacement, an e-commerce platform, and dedicated fleet services for corporate clients, all without membership fees.
Is Marshall Batteries a public or private company?
Marshall Batteries is a private company. It is classified as corporate owned and is currently operating.
When was Marshall Batteries founded?
Marshall Batteries was founded in 1935. It employs 11 to 50 people.
Where is Marshall Batteries based?
Marshall Batteries is headquartered in Cheltenham, Australia, in the Oceania region.
How does Marshall Batteries make money?
Four revenue lines are on record. Battery Sales are the primary driver. The others are mobile Roadside Replacement Service, fleet Services and retail Store Sales.
Who are Marshall Batteries's main competitors?
Regional players on record are NRMA (National Roads and Motorists' Association) and RACQ (Royal Automobile Club of Queensland). Broad incumbents are Exide Technologies and GS Yuasa (Yuasa Batteries Australia). Direct peers are Battery World, Century Batteries, SuperCharge Batteries and R&J Batteries. Clisby Repco (Repco / Burson Auto Parts) is listed as an others. Interstate Batteries is listed as an emerging player.
Does Marshall Batteries have an API?
No public API is recorded for Marshall Batteries.
What industry is Marshall Batteries in?
Marshall Batteries's product category is Automotive Batteries. Its primary akta.pro industry code is IMACAJAJ, Automotive Batteries & 12V/Low-Voltage Energy Storage Manufacturing, with a secondary code of CRACATAG, Batteries & Battery Packs (Rechargeable/Primary, Device-Specific Packs). Its NAICS code is 33591 and its SIC code is 5013.