In the days of rechargeable batteries being so cheap and commonplace, it's a wonder how companies like Duracell can stay in business. Well, it's because the company powers a lot more than just disposable batteries — and the latest new venture is EV chargers, of all things.
Duracell has unveiled a series of EV chargers that are set to be installed across the U.K., and the design is pretty reminiscent of the classic Duracell batteries. Got to capitalize on that brand recognition, after all.
According to The Times, six sites could be installed by the end of the year, with the goal to open at least 100 more by 2030, with over 500 individual chargers between them.
Each charger will offer speeds of up to 400kW, which are the fastest available in Europe, and can usually recharge compatible cars in under half an hour. Sadly, there's no word on a global rollout right now.
The Duracell E-Charge Network, as it's being called, is being funded and developed by The EV Network, which already offers 300 charging stations across the U.K. So this isn't just Duracell attempting to start from scratch.
Payment seems pretty versatile too, with the promise of in-app payments, contactless terminals and even plug-and-go technology if your car supports it.
Why is Duracell getting into EV charging?
It sounds a little bizarre for a battery company to go into the car-charging business, but it kind of makes sense considering how Duracell has been the past several years. The company has already been involved in the home energy market, producing various models of batteries for solar-powered homes.
And yes, some of the older models actually look like enlarged Duracell batteries. I've had one for the past five years, and it genuinely looks like a giant 9V battery that's been hooked up to my home's electrical system.
Newer models seem to look a bit more generic, which I think is a shame — especially considering Duracell's has emphasized branding as part of the new EV-charging rollout.
Mark Bloxham, the chief development officer of The EV Network, believes that familiarity is the key to bolstering EV adoption. He notes that the technology can seem confusing to newcomers, and having that recognizable branding could help push people to make the switch from gas to electric.
Duracell has always marketed its batteries as being better than the competition and lasting longer. While these chargers can't promise that, or even anything particularly innovative, potential drivers may still make that connection in their mind. The fact that the chargers look a little bit like giant AA batteries can only help that.
Whether it will have a major impact or not is not something I can predict. But it definitely can't hurt to have more ultra-fast EV chargers on the roads.
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