More than just starting the engine, Century backs road safety push

Century Batteries has extended its partnership with the Australian Road Safety Foundation (ARSF), building on a collaboration that brings together vehicle safety expertise and road safety advocacy to help reduce trauma on Australian roads.

The partnership grew out of ARSF’s role as Charity Partner of the 2025 Century Batteries Ipswich Super 440, and expands significantly through 2026. Century Batteries will support several of ARSF’s national awareness campaigns across the year, including Fatality Free Friday, Rural Road Safety Month, Work Related Road Safety Month and Christmas road safety initiatives.

Andrew Bottoms, Marketing Manager, Automotive at Century Batteries, said the partnership reflects the company’s long standing commitment to road safety and Australian motorists. “At Century Batteries, we understand that road safety starts long before someone gets behind the wheel,” he said. “Safe driving behaviours and safe, well maintained vehicles go hand in hand, which is why partnering with the Australian Road Safety Foundation is such a natural fit.”

The real hook for workshop readers is the vehicle maintenance angle. Through the partnership, Century Batteries and ARSF will deliver educational content highlighting the connection between battery health and vehicle safety systems, specifically the role a healthy battery plays in powering airbags, emergency braking technology, telematics and hazard lighting. It’s a timely reminder for customers that a tired battery isn’t just a no-start risk, it can affect the systems designed to protect them.

“Many drivers don’t realise that today’s batteries power much more than just starting an engine,” Bottoms said. “Modern safety systems rely on a range of electrical systems to function correctly, making regular battery maintenance not only important for reliability, but also an important part of overall vehicle safety.”

The two organisations will also collaborate on social media, video and public awareness content encouraging motorists to get their vehicle checked before long distance travel, holiday periods and seasonal driving conditions, and the partnership extends to major motorsport and automotive events including the Century Batteries Ipswich Super 440, giving both brands a direct line to drivers, trade customers and vehicle enthusiasts.

Donna Caley, General Manager of the Australian Road Safety Foundation, welcomed the extended partnership. “Century Batteries shares our commitment to creating safer roads and reducing the impact of road trauma on Australian families and communities,” she said. “This extended partnership allows us to connect with motorists through trusted industry channels and continue building awareness around simple actions that can contribute to safer journeys.”

Throughout 2026, expect a run of co-branded educational content, seasonal safety campaigns and community engagement initiatives aimed at encouraging safer driving and better maintenance habits.

For more on Century Batteries’ range, or to find out about becoming a stockist, contact your local Century Yuasa representative on 1300 362 287.