Willard Batteries
- Company typePrivate
- Founded1954
- HeadquartersJohannesburg, South Africa
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
Willard Batteries firmographics
Firmographics- Name
- Willard Batteries
- Legal name
- AutoX (PTY) Ltd
- Website
- https://willard.co.za
- Company type
- Private
- Founded year
- 1954
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Willard Batteries industry classification
Industry- Product category
- Automotive Batteries
- NAICS
- Battery Manufacturing (33591), Battery Manufacturing (335910), Electrical Equipment Manufacturing (33531)
- akta.pro primary industry
- Battery Cells (Li-ion, LFP, Sodium-ion, Lead-acid, NiMH) (IMAGAHAA)
- akta.pro secondary industries
- Automotive Batteries & 12V/Low-Voltage Energy Storage Manufacturing (IMACAJAJ), Aftermarket Battery, Charging & Power Accessories Manufacturing (12V Batteries/Jump Starters/Chargers/Inverters) (IMACANAL), Battery Recycling & Materials Recovery (Li-ion, LFP, Flow, Lead-Acid) (EUAMALAE)
Keywords
Where Willard Batteries is headquartered
LocationHeadquarters
- HQ city
- Johannesburg
- HQ country
- South Africa
- HQ region
- Africa
Offices7 records
Markets served
Willard Batteries business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Automotive Battery Sales: Willard Batteries generates revenue primarily through the sale of automotive batteries to individual consumers, commercial fleet operators, agricultural businesses, and through OEM supply relationships. The product range includes car batteries, commercial vehicle batteries, leisure batteries, agricultural batteries, and golf cart batteries sold through retail partners and company-owned Willard Xpress Stores.
- Battery Recycling Services: Industry-managed scheme where scrap deposits are added to new battery prices, encouraging return of used batteries. The recycling process recovers lead, plastic, and neutralises sulfuric acid for reuse.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Willard Batteries product offering
Product offeringCore offering
Willard Batteries manufactures and distributes a full range of lead-acid batteries for passenger cars, commercial vehicles, motorcycles, leisure craft, agricultural equipment, and golf carts from its South African facilities. The offering is supported by value-added services such as the Battery on Call mobile delivery and fitment service and a national retail footprint through Willard Xpress Stores and approved fitment centres.
Product overview
Willard Batteries is a South African automotive battery manufacturer producing a comprehensive range of lead-acid batteries across multiple vehicle segments. The core product portfolio consists of Car Batteries for passenger vehicles, Commercial Batteries for heavy-duty trucks and fleet operations, Motorcycle Batteries, Leisure Batteries for recreational vehicles, Agricultural Batteries for tractors and farming equipment, and Golf Cart Batteries for electric golf carts. Supporting the battery products are complementary services including Willard Xpress Stores (dedicated retail outlets), the Battery Finder Tool (online vehicle-specific battery matching), Register My Battery (online warranty registration platform), and Battery on Call (mobile delivery and fitment service). The products serve the original equipment and replacement markets through a nationwide network of stockists and retailers.
Differentiator
Problem solved
Functional benefit
Products and services
- Car Batteries Lead-acid starting batteries engineered for South African passenger vehicles; designed for heat and vibration resistance; sold through retail partners, Willard Xpress Stores, and approved fitment centres.
- Commercial Batteries Heavy-duty lead-acid batteries for trucks, buses, taxis, and commercial fleets; built for high vibration and extended duty cycles.
- Motorcycle Batteries Lead-acid batteries sized and specified for motorcycles, scooters, and other two-wheelers.
- Leisure Batteries Deep-cycle lead-acid batteries for leisure applications such as boats and recreational craft requiring sustained auxiliary power.
- Agricultural Batteries Heavy-duty lead-acid batteries engineered for tractors, harvesters, and other farm equipment operating in vibration-intensive and dusty environments.
- Golf Cart Batteries Deep-cycle lead-acid batteries for golf carts used on golf courses and at leisure facilities, designed for repeated deep discharge cycles.
- Battery on Call Mobile service that delivers and fits Willard batteries at the customer's location, offered as a convenience service for vehicle owners who cannot reach a store or workshop.
Quantifiable outcome
- 70+ years of continuous operation in South African market since 1954
- +2 more outcomes
Companies that use Willard Batteries
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
Willard Batteries technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Willard Batteries partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Rentech Renewable TechnologiescorePart of the broader AutoX group, Rentech Renewable Technologies showcases solar energy and battery solutions at agricultural events alongside Willard. Provides renewable energy products including solar panels, inverters, lithium batteries, and PV panels relevant to agricultural operations facing power supply challenges.
- Food and Trees for Africa (FTFA)coreOngoing partnership for tree-planting initiatives in South African communities. FTFA is a food security and greening non-profit that has planted over 4 million trees in 30 years. Willard donates funds and participates in planting events at schools and community spaces. The partnership supports environmental sustainability and community development goals.
- Reach For A Dream FoundationminorCSI partnership supporting children with life-threatening illnesses. Willard contributed to dream-making initiatives and bursary programs through collaborations with Jacaranda FM's Good Morning Angels.
- ELS for Autism FoundationcoreAutoX acquired naming rights sponsorship for the ELS for Autism 2021 and 2022 Golf Series (13-event tour). Sponsorship valued at over R1 million. Partnership supports autism awareness while providing platform to showcase Willard battery products including golf cart batteries. Glenn Geldenhuis, CEO of AutoX, stated alignment with excellent causes.
- The Beach Co-opminorEnvironmental partnership focused on beach clean-up initiatives to highlight ocean plastic pollution. Clean-up activation at Bonza Bay Beach retrieved nearly 200kg of waste. Willard made donations to support clean-up operations and environmental awareness.
- NAMPO (Grain SA)coreAnnual participation in NAMPO Harvest Day, the largest open-air agricultural exhibition in the Southern Hemisphere held at NAMPO Park. Provides direct engagement with agricultural community, many of whom have trusted Willard for decades.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Willard Batteries competitors and assessment
Company assessmentDirect peers
- Trojan Battery Company: Leading manufacturer of deep-cycle lead-acid batteries, with strong positioning in golf cart, renewable energy, and leisure applications. Directly comparable to Willard's golf cart and leisure battery lines.
- First National Battery: South Africa's other major automotive and industrial lead-acid battery manufacturer. Direct competitor across car, commercial, traction, and standby battery segments in the same South African market.
- Exide Technologies: Global lead-acid battery manufacturer with extensive automotive aftermarket and industrial portfolios. Competes head-to-head with Willard in automotive replacement batteries and recycling-led closed-loop supply chains.
- Enertec Batteries: South African battery distributor and battery-related product supplier. Directly competes with Willard in the local automotive aftermarket through parallel distribution and fitment networks.
Emerging players
- Leoch International Technology: Asian battery manufacturer with growing presence in automotive, motive power, and standby segments including in Africa. Emerging competitive threat to Willard's lead-acid portfolio from cost-competitive Asian supply.
Broad incumbents
- Clarios: World's largest automotive battery manufacturer (formerly Johnson Controls Power Solutions), producing brands sold globally including in Africa. Overlaps with Willard across 12V automotive lead-acid, though Clarios is far broader in scope.
- Banner Batteries: Austrian lead-acid battery manufacturer with European aftermarket strength. Comparable to Willard in automotive replacement batteries, with broader European distribution.
- East Penn Manufacturing: Privately held US lead-acid battery manufacturer with deep recycling capabilities. Comparable to Willard's recycling-driven, vertically integrated lead-acid model, though at significantly larger scale and broader product range.
- GS Yuasa: Japanese battery manufacturer with strong automotive, motorcycle, and industrial lead-acid portfolios. Comparable to Willard in motorcycle and automotive segments, with a broader global footprint.
- VARTA (Clarios brand): Premium European automotive battery brand under Clarios, focusing on start-stop and OE-fit applications. Competes with Willard in passenger vehicle batteries, particularly higher-end start-stop segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks4 records
Key highlights7 records
Customer concentration
Willard Batteries social profiles
Digital presenceWillard Batteries compliance and trust
Trust signalCompliance3 records
Willard Batteries financial estimates
Financial estimateRevenue estimate
Valuation estimate
Willard Batteries leadership team
Management profileNumber of profiles
Profiles12 records
Willard Batteries subsidiaries and ownership
Company hierarchySubsidiaries1 record
Willard Batteries funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Willard 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 Willard Batteries
What does Willard Batteries do?
Willard Batteries manufactures and distributes a full range of lead-acid batteries for passenger cars, commercial vehicles, motorcycles, leisure craft, agricultural equipment, and golf carts from its South African facilities. The offering is supported by value-added services such as the Battery on Call mobile delivery and fitment service and a national retail footprint through Willard Xpress Stores and approved fitment centres.
Is Willard Batteries a public or private company?
Willard Batteries is a private company. It is classified as unknown and is currently operating.
When was Willard Batteries founded?
Willard Batteries was founded in 1954. It employs 101 to 250 people.
Where is Willard Batteries based?
Willard Batteries is headquartered in Johannesburg, South Africa, in the Africa region.
How does Willard Batteries make money?
Two revenue lines are on record. Automotive Battery Sales are the primary driver. The others are battery Recycling Services.
Who are Willard Batteries's main competitors?
Direct peers on record are Trojan Battery Company, First National Battery, Exide Technologies and Enertec Batteries. Leoch International Technology is listed as an emerging player. Broad incumbents are Clarios, Banner Batteries, East Penn Manufacturing, GS Yuasa and VARTA (Clarios brand).
Does Willard Batteries have an API?
No public API is recorded for Willard Batteries.
What industry is Willard Batteries in?
Willard Batteries'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 IMACAJAJ, Automotive Batteries & 12V/Low-Voltage Energy Storage Manufacturing. Its NAICS code is 33591.