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Aftermarket gets a recharge

By Kate Swanson

Unibat launches U.S. distribution

Unibat, a well-known European battery manufacturer, officially launched distribution in the U.S. in late June.

“We are very excited to be making our initial launch in the United States. We believe we have the most technologically advanced AGM batteries available and look forward to demonstrating our expertise in the U.S. market,” Unibat’s president Alessandro Annoscia commented in a press release.

Kevin Riley, Unibat USA’s president, has exclusive rights to distribute Unibat product in the U.S. “I am very excited about taking Unibat to new levels of success by launching sales in the largest market in the world, the United States. Alessandro has done an excellent job of leading the Unibat brand to a leadership position in Europe and Latin America, and I look forward to being able to leverage all of the marketing and technological expertise of the company,” Riley told Powersports Business.

According to a press release from the company, “Unibat’s U.S. product lineup will be focused on the company’s highly successful line of AGM powersports batteries and will include a unique, waterproof battery charger.”

Unibat is one of the primary sponsors of the MotoGP Factory Ducati teams.

Unibat is one of the primary sponsors of the MotoGP Factory Ducati teams.

“What we’re trying to do in America is launch this brand. The product itself is very high-quality, AGM lead acid battery. It’s got the lowest failure rate and return rate in the industry,” said Riley. “It’s extremely high quality and features Italian engineering inside the product.”

Unibat USA’s headquarters is in Woodlands Hill, Calif., with distribution out of Humble, Texas. The U.S. launch includes 15 batteries and one waterproof charger.

The distribution for Unibat USA’s product will be dealer direct and include direct sales to consumers via the company’s website www.unibatus.com.

Riley said Unibat is one of the primary sponsors of the Factory Ducati team in MotoGP, which features riders Andrea Iannone and Andrea Dovizioso. Riley hopes to enter into cross-promotion partnerships with online retailers in the future.

The CBTX20CH-BS retails for $124.95 and features higher CCAs for better starting power and an unconditional three-year warranty for all batteries sold in the USA.

The CBTX20CH-BS retails for $124.95 and features higher CCAs for better starting power and an unconditional three-year warranty for all batteries sold in the USA.

“We have a lot of unique aspects that we can leverage here in America,” said Riley. “We have full access to everything Ducati related, so one of the things I’m looking at doing is partnering with one or more of the online retailers. … One of the things I’m looking at doing right now is a trip to Europe to view one of the MotoGP races.”

Riley, who co-founded the lithium battery company SHORAI a few years ago, said he will approach marketing for Unibat USA in a similar style. “We did a full-court press campaign, which we’re going to do the same thing with Unibat. There’ll be a lot of attention both at the consumer level and the trade level,” he said. “We’ve really gotten something here, there’s a reason why they’re the biggest brand in Europe.”

In addition to the company’s Ducati connections, Riley said the company is already involved in its online marketing campaign, including social media and consumer websites. He also said Unibat USA plans to attend the 2016 AIMExpo and likely the 2016-17 IMS tour as well.

“I welcome all inquiries from all dealers. We have all different kinds of cross-promotion opportunities we can do with them, and I’m willing to work with people on a variety of different means to accelerate their business — I’m excited,” he said.

 

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