Willard Batteries is an iconic local brand that many South Africans have trusted and relied on for over seven decades.
While the history and lineage of the Willard go back to the beginning of the 20th century, it was only in 1954, when local manufacturing began in Port Elizabeth, that Willard became a local brand South Africans recognised and trusted.
Since its inception, Willard batteries have powered a diverse range of vehicles, including passenger cars, tractors, golf carts, motorcycles, and numerous other applications.
Additionally, with over 70 years of continuous local production, Willard Batteries instills confidence among its consumers. As one Facebook commenter aptly puts it:
“Willard Batteries is a trusted supplier of quality automotive car batteries to the OE and replacement markets.”
For many, this legacy has become synonymous with the brand’s promise of delivering high-quality products.
Others might highlight one of these factors as to why South Africans trust Willard Batteries:
Built for South Africa’s Tough Conditions
South Africa’s climate can vary widely. From scorching summers to sub-zero winter nights, certain stretches of road can be extremely rough.
Willard understands these varying factors, and this is the main reason why they engineer their batteries to endure:
- Extreme temperature ranges
- High vibration (unsealed country roads)
- Durability under heavy loads (trucks, tractors, off-road)
Every one of Willard’s batteries is subject to intense examination from testing in extreme temperatures, intense vibration, and other challenges of diverse driving conditions.
According to ProAgri, “Willard is not just a reliable battery brand; it’s a symbol of endurance, resilience, and commitment to excellence.”
Journalists from Engineering News also stated, “As one of the country’s most trusted battery brands, Willard Batteries remains deeply connected to the farming community and the specific demands of agricultural life.“
Local Manufacturing, Local Pride
Willard batteries are proudly manufactured in South Africa.
This local production supports:
- A robust domestic supply chain
- Jobs in manufacturing, distribution, and retail
- Export potential, carrying the SA “Made‑here” stamp globally
CarMag has also published that Willard was voted Battery Brand of the Year for 2021 and 2022 by readers of Rapport and City Press.
Quality That Meets Standards
Many South Africans know that when it comes to Willard products, they maintain rigorous quality control.
These standards include:
- First SABS Mark of Approval for a South African battery
- Holds ISO 14001 environmental certification since 2001
- Champions SMF (Sealed Maintenance-Free) lead-acid tech from 2012 onward, and AGM batteries from 2020
Also, local industry watchers note that Willard reflects “international state-of-the-art technology with local ingenuity”.
Genuine Brand Trust and User Sentiment
Across reviews and forums, South Africans give Willard high marks for reliability and value:
Despite occasional criticisms, many customers share their positive feedback via customer review websites like Reddit.
All these testimonials suggest Willard’s reputation is solidly intact, even amid new rivals and economic pressures.
Comprehensive Product Range
For many, Willard’s comprehensive product range is a testament to its ability to produce high-quality products.
Willard’s lineup is broad, covering:
- Passenger vehicles
- Commercial fleets and trucks
- Agriculture (tractors, harvesters, and more)
- Leisure batteries, including golf carts and off-grid solar systems
- And motorcycle batteries
Their presence at key industry events, like NAMPO (Southern Hemisphere’s biggest ag expo) reinforces their relevance to niche sectors.
Social and Environmental Consciousness
Willard stands head and shoulders above its competitors in terms of community involvement and its green credentials.
The battery manufacturer produced limited-edition batteries supporting:
- Breast cancer
- Rhino conservation
- Blood donation
- And a plastic pollution awareness campaign.
The brand remains committed to ensuring that its products are 98% recyclable.
Programs like these have helped solidify Willard’s image as a brand that prioritises people over profit.
Strong Manufacturer and Aftermarket Network
As part of the AutoX network, Willard benefits from:
- 7 strategic distribution centres (incl. Cape Town, Johannesburg, Durban)
- A dedicated Willard Xpress dealer channel
- OEM and retail partnerships across Africa and beyond
A testimonial piece published on Farm.co.za states:
“Willard Batteries supplies the OE and replacement markets with a comprehensive range of premium quality automotive batteries. With a 25‑month warranty across its range, it is little wonder… Willard remains one of the most respected… brands in the country.”
Warranty and After-Sales Focus
Willard offers a 25-month warranty on most batteries, demonstrating confidence in its quality. Users mention that even pricier batteries often repay their costs through longevity and support.
This extended warranty, coupled with national service networks, ensures that customers feel protected long after purchase.
Ultimately, trust in Willard comes from:
- The brand’s familiarity, rooted in over a century of visibility in SA
- Real-world proof: reliability on farms, in fleets, and in daily vehicles
- Emotional resonance: Willard’s support of causes and national pride campaigns
As one of multiple sources sums it up, Willard remains among consumers’ favourite battery brands.
You can find your closest Willard Xpress here.
