Johnson Controls, Inc. (JCI) is stepping into the spotlight through the recent launch of a new brand communications platform and refreshed corporate identity that incorporates a new logo (called the “open globe”), corporate slogan and advertising campaign — all designed to better align its image and marketing efforts with the company’s current strategic direction.
Using the slogan, “Ingenuity Welcome,” Johnson Controls is promoting itself as a diversified, multi-industrial company organized into three divisions, Automotive Experience, Building Efficiency and Power Solutions.
During a press conference at AAPEX, JCI’s Power Solutions’ President Alex Molinaroli told attendees that the company wants to focus on its vision of helping consumers create and live in a more “comfortable, safe and sustainable world.”
The presentation also included an overview of JCI’s Optima battery — a performance battery developed with a unique spiral cell, a colored top and “six pack” shape. Other differentiating factors include absorbent glass-mat separators, tightly compressed cells, high-purity lead grids, solid cast connections and a completely sealed case.
Central to Optima’s value proposition is that it has two times the life of a typical battery and is 15 times more vibration-resistant. It also touts more starting power, and maintenance-free operation, plus it’s non-spillable and has multiple applications. Target customers include drivers with added electronics in their vehicles, truck, SUV, 4×4 and performance vehicle owners, as well as automotive and marine enthusiasts.
JCI is the world’s largest manufacturer of lead-acid automotive batteries, producing about one-third of the lead-acid automotive batteries in the world. About 80% of the batteries manufactured by JCI are sold through the automotive aftermarket. JCI also makes OE batteries for several carmakers including BMW, Chrysler, Ford, GM, Honda, Nissan, Toyota and VW.