Electric Cars Will Soon Run On Duracell Power

You may have heard of the Brass Era of automobiles, but we are now entering the Copper Top Era.

Duracell has joined forces with The EV Network to launch Duracell-branded electric vehicle charging stations in the U.K. It plans to open six this year and have 100 locations up and running by 2030.

The stations will feature the U.S.-based Duracell’s iconic black and copper color scheme and the Duracell name. The chargers themselves are designed to look like giant Duracell batteries.

“There’s a lack of familiarity with charging … One of the core reasons for us bringing a household brand name into the marketplace is to give that familiarity and trust immediately to the consumer,” Mark Bloxham, the chief development officer of The EV Network told The Times.

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The stations will feature 400 kW fast-chargers and be adjacent to conveniences stores that can be used while customers wait for their batteries to fill up.

Duracell, which is owned by the Warren Buffett-run Berkshire Hathaway has not yet announced any plans to open similar stations in the U.S., but would face some competition if it did.

The growing Ionna charging network follows a similar concept, with uniform branding and waiting lounges. It is a joint venture between BMW, General Motors, Honda, Hyundai, Kia, Mercedes-Benz, Stellantis, and Toyota.

Instead of black and copper, its brand colors are blue and orange which make its stations look very similar to the Gulf-liveried cars that are popular among auto racing fans.

Duracell has become a common sight at Formula 1 races in recent years as a sponsor of the Williams Racing cars, which feature a Duracell-battery design on their air intakes. However, Duracell does not actually make batteries that power electric cars, racing or otherwise.

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