Kirby Stephens Design

Superior Battery Launches New Consumer-Oriented Website

Superior Battery Manufacturing Company, located in Russell Springs, Kentucky, recently launched its new, consumer-oriented website: Superlex is Superior’s retail brand of automotive, commercial, marine, lawn and garden, and deep cycle batteries. The new site was developed to coincide with the introduction of Superior’s revolutionary new PFX Technology™.

The website replaces Superior’s previous, industry-oriented website with a strong appeal to the consumer, highlighting the product line, technology and the advantages of Superlex batteries.

Superlex has a strong and growing overseas market, with primary sales currently in Central America, South America, Caribbean and the Middle East, in addition to a small, but growing domestic market in the eastern United States. In 2011, Superior Battery Manufacturing was featured as the Exporter of the Year in Commercial News USA, the official export promotion magazine of the U.S. Department of Commerce.

“Made in the USA” is a strong selling point for Superlex batteries in overseas markets, said Ray Goodearl, vice president of international sales and marketing.

“Most of the world’s batteries are manufactured in other countries," Goodearl said. "Even many American-labeled batteries are shipped into the U.S. for sale. Since all Superlex branded batteries are made in America, it gives us a huge advantage domestically and abroad. It’s a mark of quality.”

For nearly 30 years, Superior Battery has manufactured “black box” products for distributors that label with their own brands.

With the introduction of PFX Technology™, all Superlex batteries have been rebranded and are now supported with the new consumer website. To learn more about PFX Technology™, please visit

Founded in 1983, Superior Battery Manufacturing Company Inc. is a recognized leader in providing reliable power sources for automotive, commercial, marine, lawn and garden, and deep cycle applications. The company manufactures a diverse product line, including its highly acclaimed Superlex brand.

Superior Battery and its 165 team members serve distributors and suppliers across the United States and a growing number of foreign markets.

Kirby Stephens Design began working with Superior Battery more than 25 years ago, creating the new website, logos for Superior Battery, Superlex, and PFX Technology, as well as marketing materials.

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