Less than three months after its launch, Platinum Batteries is close to signing up its 100th official UK dealer.

And the Staffordshire-based company, founded by managing director James Hylton and sales director John Richards, claims its “fresh” approach to the sector is challenging European battery makers' domination of the British aftermarket.

Platinum brands four battery ranges, sourced globally from OE approved manufacturers, and as part of the support package offers product training to its distributors and retailers.

“The future of the battery industry belongs to manufacturers who are able to produce the right specification products at volumes that enable the latest process technologies to be utilised,” says Hylton. “At the same time the product has to be properly positioned and supported. That's where we're confident we're able to provide added value to our customers.”

He adds that because of carmakers' need for increased levels of power for its new generation vehicles, the aftermarket needs to understand the benefits of and learn how to handle more complex products, including dual battery installations and higher voltage systems.

Training sessions at Platinum's Tamworth headquarters are designed to help distributors and retailers maximise market potential.