Samsung unveils its new brand dedicated to battery production

After announcing record figures for 2021, Samsung present a new brand dedicated to the production of nickel-silicon batteries: PRiMX (pronounced “Praïmax”). With this new brand, Samsung SDI, a subsidiary of the Samsung Electronics group, strengthens in battery production.

PRiMX: quality above all

Samsung SDI, one of the world’s largest producers of electric car batteries, launches the PRiMX brand, an acronym for “Prime Battery for Maximum Experience”. According to Samsung, the brand was developed to meet three objectives: “Absolute quality”, a “Exceptional performance” and one “Proven advantage”. It is ambitious.

With PRiMX, Samsung plans in particular to strengthen quality control for the whole process, from battery development to manufacturing, to shipping. PRiMX will encompass all batteries manufactured by Samsung, including those dedicated to electric cars and which represent the future of production.

Michael Son, VP Marketing at Samsung SDI, says “PRiMX is a brand of battery that conveys the unique identity of Samsung SDI. We will develop the brand under the best possible conditions, to reach the pinnacle of technology ”. Trademark registration has been completed in South Korea, but also in Europe and soon in the United States.

Samsung SDI wants to produce the best batteries

With this new brand, Samsung SDI plans to advance its manufacturing processes. The South Korean manufacturer intends in particular to rethink the development phase by improving the fault detection algorithm, thanks to an artificial intelligence test based on deep learning. No less than 500 quality items will be evaluated throughout the manufacturing process, according to the brand’s press release.

Samsung has always been recognized for the quality of its batteries. In 2018, Apple even hired Soonho Ahn, a former Samsung SDI executive. For three years, he was the global head of battery development at Apple. Over the years, Samsung SDI has established itself in the automotive world with increasingly efficient batteries. Today, the South Korean giant even manufactures the batteries of the Stellantis group in the United States.