Power Crank
Power Crank Batteries is a privately held Australian battery manufacturer and distributor selling AGM, EFB, LiFePO4 lithium, and lead-acid batteries for automotive, marine, motorcycle, truck, industrial, and recreational applications through 10 retail stores, a Shopify e-commerce site, and a nationwide door-to-door delivery fleet of 35 vans.
- Company typePrivate
- Founded1996
- HeadquartersBrisbane, Australia
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Power Crank does
Power Crank Batteries is a privately held Australian battery manufacturer and distributor founded in 1996 and headquartered in Brisbane. The company produces and supplies a comprehensive range of batteries spanning AGM (Absorbent Glass Mat), EFB (Enhanced Flooded Battery), LiFePO4 lithium, and traditional lead-acid deep cycle chemistries, organized under multiple sub-brands including Power AGM, Power Lithium, Power Industrial, and Power Crank, with complementary accessories under the Matson brand (inverters, jump starters, chargers). The product portfolio addresses automotive starting (including stop-start and European vehicle fitments), marine, motorcycle, truck and heavy equipment, industrial (forklift, tractor), and recreational (camping/caravan) applications, with price points ranging from approximately $40 for entry-level motorcycle batteries to over $3,000 for high-capacity industrial lithium units.
The business operates a hybrid distribution model combining direct-to-consumer e-commerce through a Shopify storefront, 10 company-owned retail showrooms across major Australian cities and regional centers (Coburg, Dandenong, Ashfield, Sydney, Dubbo, Northern Territory, Emerald, Brisbane, Perth), and a unique door-to-door delivery service powered by 35 customer service vans providing nationwide coverage. Trade accounts are available for commercial and enterprise customers. Marketing channels include Facebook, Instagram, email newsletters, blog content, and motorsport sponsorship via a partnership with PremiAir Racing in the Repco Supercars Championship. The company holds ABIA (Australian Battery Industry Association) certification and maintains no disclosed external investors, funding rounds, or M&A activity, indicating founder/management-controlled ownership.
Revenue mechanics are based on hardware unit sales with GST-inclusive pricing and a pay-as-you-go transaction model across consumer, SMB, and trade segments. The company employs 51-100 staff and serves the Australian market exclusively, with no international footprint disclosed. Strategic emphasis is placed on comprehensive SKU breadth, multi-chemistry expertise, and last-mile distribution differentiation, with the door-to-door van service representing a distinctive logistical capability versus typical battery retail competitors.
Power Crank firmographics
Firmographics- Name
- Power Crank
- Legal name
- Power Crank Batteries
- Website
- https://powercrank.com.au
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Power Crank Batteries is a privately held Australian battery manufacturer and distributor selling AGM, EFB, LiFePO4 lithium, and lead-acid batteries for automotive, marine, motorcycle, truck, industrial, and recreational applications through 10 retail stores, a Shopify e-commerce site, and a nationwide door-to-door delivery fleet of 35 vans.
- Ownership category
- akta.pro rank
Power Crank industry classification
Industry- 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
- Batteries & Battery Packs (Rechargeable/Primary, Device-Specific Packs) (CRACATAG)
Keywords
Where Power Crank is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices9 records
Markets served
Power Crank business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Battery Sales: One-time purchase revenue from selling automotive, truck, marine, motorcycle, and industrial batteries across multiple chemistries (AGM, EFB, Lithium, lead-acid). Products range from small motorcycle batteries ($40) to large industrial deep cycle units ($3,000+).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Retail e-commerce pricing with tiered product categories |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Power Crank product offering
Product offeringCore offering
Power Crank manufactures and distributes automotive, commercial, marine, motorcycle, and industrial batteries spanning AGM, EFB, LiFePO4 lithium, and lead-acid chemistries under sub-brands including Power Crank, Power AGM, Power Lithium, Power Industrial, and MATSON accessories. Products range from $40 motorcycle batteries to over $3,000 high-capacity industrial lithium units and are sold through e-commerce, 10 company-owned retail stores, and 35 door-to-door delivery vans across Australia. Battery finder tool and trade accounts support consumer and commercial buyers.
Product overview
Power Crank Batteries operates as a multi-brand battery distribution platform offering an extensive portfolio of automotive, commercial, and industrial battery products. The core product lines include Power AGM (Absorbent Glass Mat), Power Lithium (LiFePO4 technology), Power Industrial (tubular plate deep cycle), and Power Crank (standard starting) sub-brands, complemented by partner brands Matson (inverters, chargers, jump starters) and Matson. The product portfolio spans multiple categories: car/truck starting batteries, stop-start AGM and EFB batteries, deep cycle batteries for marine/RV/camping applications, lithium batteries in various form factors (slimline, front terminal, Bluetooth-enabled), motorcycle batteries, heavy equipment batteries, and electrical accessories including battery boxes and intelligent chargers. Products are distributed through 10 company-owned retail stores across Australia with 35 customer service vans providing door-to-door delivery nationwide.
Differentiator
Problem solved
Functional benefit
Brands
- Power AGM: AGM (Absorbent Glass Mat) battery product line featuring advanced technology for sustained performance and maintenance-free operation.
- Power Lithium
- Power Industrial
- MATSON
- Power Crank
Products and services
- Power AGM Batteries Power AGM is a sub-brand of Absorbent Glass Mat batteries engineered for exceptional sustained performance and maintenance-free operation with long service life, covering deep cycle, dual purpose, marine dual purpose, and motorcycle applications. Targeted at Australian consumers and commercial buyers needing reliable starting and deep cycle power.
- Power Lithium Batteries (LiFePO4) Power Lithium is a sub-brand of LiFePO4 lithium batteries delivering twice the power and half the weight of sealed lead-acid batteries with longer lifespan, available in slimline, 12.8V, 24V, 36V, front terminal, Bluetooth-enabled, and motorcycle variants as drop-in replacements. Designed for Australian consumers, marine, RV, and commercial users needing lightweight, high-performance energy storage.
- Power Industrial Batteries Power Industrial batteries are industrial-grade deep cycle batteries featuring tubular plate technology for forklifts, golf carts, and heavy industrial applications requiring high cycle life and sustained power delivery. Targeted at commercial and industrial buyers in Australia.
- Power Crank Starting Batteries Power Crank core brand covers automotive starting batteries available in various cold cranking amp ratings and group sizes, including stop-start AGM, stop-start EFB, European starting, deep cycle starting, and dual purpose starting variants. Designed for Australian passenger vehicle owners needing reliable starting power across typical and demanding conditions.
- MATSON Power Accessories MATSON is a partner accessory brand offering pure sine wave inverters (e.g., 2000W), lithium jump starters (12V 1300A and 12/24V dual voltage), and multi-voltage intelligent battery chargers supporting 6V, 12V, and 24V configurations. Targeted at Australian automotive, marine, and mobile power users.
- Battery Finder Tool The Battery Finder is a vehicle-specific search tool accessible via powercrank.shop that matches customers with correct battery fitments based on their vehicle's make, model, and year. Available to Australian consumers and commercial buyers to identify appropriate batteries.
Companies that use Power Crank
Customer profileSegments7 records
Ideal customer profiles4 records
Power Crank technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Power Crank partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- PremiAir RacingcorePower Crank continues their partnership with PremiAir Racing for a second consecutive year as an official partner in the Repco Supercars Championship, Australia's premier V8 Supercars racing series. Power Crank provides battery solutions for performance, reliability, and endurance on the track, with technology validated through motorsport applications. The partnership extends to branding presence and joint marketing activities.
Scale indicators4 records
Recent moves4 records
Expansion highlights6 records
Power Crank competitors and assessment
Company assessmentBroad incumbents
- Clarios: World's largest automotive battery manufacturer (producing many private-label and branded 12V batteries globally); competes on scale, OEM contracts, and pricing across the same automotive aftermarket segments as Power Crank.
- Supercheap Auto: Large multi-category Australian automotive and leisure retailer with nationwide stores; carries batteries as one category alongside many others, providing broader-distribution competition to specialty battery sellers.
- Exide Technologies: Global battery manufacturer with strong Australian presence across automotive, industrial and motive-power segments — competes with Power Crank's private-label range on product depth and OEM relationships.
- Repco Auto Parts: Major Australian automotive aftermarket retailer offering batteries among a broad parts-and-accessories catalogue; not a battery specialist but a meaningful competitor for consumer battery shelf share.
Direct peers
- Battery World: Australian specialty battery retail chain offering automotive, marine, deep-cycle and industrial batteries across multiple chemistries, with a comparable multi-store, omni-channel model and overlapping customer base.
- SuperCharge Batteries: Australian battery manufacturer and distributor selling automotive, commercial and industrial batteries — a directly comparable specialty battery brand competing for the same trade and consumer customers.
- R&J Batteries: National Australian battery distributor supplying automotive, commercial, motive power and industrial batteries with trade and fleet accounts, directly overlapping Power Crank's B2B and B2C segments.
- Century Batteries: Long-established Australian battery brand manufacturing and distributing automotive, marine, motorcycle and industrial batteries — a heritage incumbent peer competing on similar product lines and chemistries.
Market position
Strengths1 record
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Power Crank social profiles
Digital presencePower Crank compliance and trust
Trust signalCompliance1 record
Power Crank financial estimates
Financial estimateRevenue estimate
Valuation estimate
Power Crank leadership team
Management profileNumber of profiles
Power Crank funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Power Crank 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 Power Crank
What does Power Crank do?
Power Crank manufactures and distributes automotive, commercial, marine, motorcycle, and industrial batteries spanning AGM, EFB, LiFePO4 lithium, and lead-acid chemistries under sub-brands including Power Crank, Power AGM, Power Lithium, Power Industrial, and MATSON accessories. Products range from $40 motorcycle batteries to over $3,000 high-capacity industrial lithium units and are sold through e-commerce, 10 company-owned retail stores, and 35 door-to-door delivery vans across Australia. Battery finder tool and trade accounts support consumer and commercial buyers.
Is Power Crank a public or private company?
Power Crank is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Power Crank founded?
Power Crank was founded in 1996. It employs 51 to 100 people.
Where is Power Crank based?
Power Crank is headquartered in Brisbane, Australia, in the Oceania region.
How does Power Crank make money?
One revenue line is on record: battery Sales.
Who are Power Crank's main competitors?
Broad incumbents on record are Clarios, Supercheap Auto, Exide Technologies and Repco Auto Parts. Direct peers are Battery World, SuperCharge Batteries, R&J Batteries and Century Batteries.
Does Power Crank have an API?
No public API is recorded for Power Crank.
What industry is Power Crank in?
Power Crank's product category is Automotive Batteries. Its primary akta.pro industry code is IMAGAHAA, Battery Cells (Li-ion, LFP, Sodium-ion, Lead-acid, NiMH), with a secondary code of CRACATAG, Batteries & Battery Packs (Rechargeable/Primary, Device-Specific Packs). Its NAICS code is 33591 and its SIC code is 3600.