By 13 May 2024 | Categories: Misc



First Battery, a long-standing name synonymous with automotive batteries excellence, has announced the appointment of Shane Petersen as the company’s Director of Sales and Marketing. With an illustrious 93-year history deeply rooted in automotive batteries, First Battery has been a trusted provider of powering vehicles across South Africa's varied terrain.

His appointment marks a key milestone in First Battery’s evolution. It signals a strategic move towards sustainable mobility and industrial solutions, positioning the company to become South Africa’s premier energy storage provider.

Petersen brings to First Battery a wealth of experience from his extensive career spanning mobility, energy, and multinational enterprises. And with a profound understanding of market dynamics and a track record of strategic foresight, he is poised to lead First Battery into a future where energy liberation is not just a mission but a daily reality.

“As we transition towards a future defined by sustainability and innovation, Shane’s appointment demonstrates our commitment to driving positive change in the energy sector,” said Russel Bezuidenhout, CEO of First Battery. His extensive experience and strategic vision will be instrumental in advancing our mission of empowering industries and consumers with sustainable energy solutions.”

With the automotive industry undergoing a rapid transformation towards new energy vehicles (NEV’s) and sustainable transportation, First Battery leverages its reputation as a trusted provider of automotive batteries to position itself as the leading storage provider for automotive consumers. Setting itself apart with reliability, innovation, and alignment with original equipment manufacturer (OEM) partnerships in South Africa, First Battery seeks to power sustainable mobility for businesses and individuals.

Economies are transitioning from lead-acid to advanced lithium-ion batteries, signifying a fundamental evolution in energy storage technology. First Battery deeply understands the role of lithium-ion batteries in facilitating the shift to renewable energy sources such as solar and wind power. “Lithium-ion presents a monumental leap in energy storage technology,” said Petersen, “offering unparalleled capacity, and reliability. We are championing the adoption of lithium-ion batteries to pave the way for a future where new energy vehicles are not just a possibility but a practical reality for South Africa.”

In addition to its longstanding presence in the automotive sector, First Battery is already established as a sustainable partner of choice for multiple industrial applications. It provides energy and battery solutions for surface motive power requirements such as forklifts and supports sustainability in critical sectors to our economy such as mining and standby/solar. Leveraging its expertise in providing reliable energy solutions, First Battery continues to enable industries to flourish while mitigating their environmental footprint. According to a recent report by Mordor Intelligence, the global battery market is projected to experience substantial growth from 2024 to 2029, with a remarkable 16.64% compound annual growth rate (CAGR), reaching a value of USD 132.44 billion by 2029.

This growth is primarily driven by declining lithium-ion battery prices, the increasing adoption of electric vehicles, and the integration of batteries with renewable energy sources. Significant advancements in battery technology, including mechanically rechargeable zinc-air batteries offering improved economics and longevity, are anticipated. The report further shows that innovations such as low-cost batteries utilising aluminium and sulphur electrodes with a molten salt electrolyte are enhancing the market's potential for affordable backup storage in renewable energy applications. Meanwhile the market's expansion is further fuelled by growing demand for uninterruptible power supply devices (UPS), the expanding e-mobility sector, and ongoing advancements in product efficiency and cost-effectiveness.

In the ever-evolving energy sector, emerging players are a common sight. Yet, with nearly a century of experience adapting to energy transitions, First Battery remains a trusted industry leader. “Petersen's appointment as our new Director of Sales and Marketing signifies our commitment to driving growth across all customer lines. With his expertise, we are positioned to meet the evolving needs of our customers and the market,” said Bezuidenhout.

Petersen highlighted First Battery’s position to capitalise on the rapidly growing opportunities in the automotive and industrial sectors, emphasising the company's dedication to innovation, sustainability, and providing customer-centric solutions.

"As we look ahead, First Battery remains steadfast in our commitment to innovation, sustainability, and delivering customer-centric solutions. The timing could not be more opportune, with exciting prospects in both the automotive and industrial sectors,” Petersen remarked.

He also expressed optimism about the future, citing the company's readiness to venture into new markets while drawing on its extensive expertise and longstanding reputation for excellence. “With a relentless focus on driving positive change and meeting the evolving needs of our customers, First Battery is poised to lead the charge towards a brighter, more sustainable future for all – powering your world," he concluded.



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