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Our History

The History of Marshall Batteries

Marshall Batteries, established in 1935, have been servicing Customers for over 80 years. The history of Marshall Batteries is long and distinguished. Not only did Marshall pioneer roadside battery delivery, in 1963, just 28 years after the foundation of Marshall Batteries, Marshall Introduced another industry first; television advertising.

Marshall ‘Matt’ came alive and the slogan ‘Holler for a Marshall!’ was created, and the iconic ‘Train Crossing Advertisement’ was born. No-one knew then that this vision would lead to the creation of one of the most recognised retail brands in Australia for years to come.

In 2005, the Marshall Brand was re-launched as the roadside service program we know today, with its network of mobile technicians and dedicated battery outlets. Even Marshall ‘Matt’ had a new make-over, to bring him into the new millennium with a bang!
In 2009, Marshall Matt had a trim and his popular moustache and pistols were replaced by his trusty jumper leads and friendly smile, and strapping superhero muscles, reflecting our dedication to our all-round service!

Marshall ‘Matt’ continues to go from strength to strength and with more people ‘Hollering for a Marshall’ for their battery and breakdown needs, the next 75 years is bound to be just as exciting and we thank all of you for your continued support, our promise in return is great products and service.


1935 - Mr George L Thompson began the Marshall Battery manufacturing Company in Canterbury, Sydney
1961 - Marshall pioneered the roadside battery service "Holler for a Marshall" and Marshall Matt was born
1968 - Pacific Dunlop acquired Marshall Batteries.
1986 - Pacific Dunlop acquired Chloride Batteries Australia & New Zealand and amalgamated both battery companies.
1987 - Pacific Dunlop acquired GNB Technologies USA.
1987 - Launched Marshall Batteries into New Zealand
1989 - The battery division consolidated manufacturing operations into Elizabeth, South Australia.
1990 - Marshall Batteries pioneer used battery collection through its campaign 'The Great Battery Round Up' as part of the 'Make Australia Beautiful' campaign.
1994 - The company changed its name from Pacific Dunlop Batteries to GNB Technologies.
2000 - Pacific Dunlop sold its battery division to Exide Technologies USA.
2002 - New Marshall was launched.
2004 - Marshall awarded innovative prize for best billboard.
2005 - New state of the art Sales Centre was created with hi-tech PDA job despatching
2009 - Marshall 'Matt' super hero was created.
2010 - Joined as major partner to the 'Australian Made' campaign.
2011 - Partnership with Beaurepaires to establish a nationwide network of retail stores.
2012 - Celebrated 75 years in Australia and 25 years in New Zealand.
2012 - Delivered e-commerce ordering to Australia.
2012 - Partnership with the McGrath Foundation to support the funding of Breast Cancer nurses.
2013 - Exide Technologies sold Marshall Batteries to Marshall Power Australia Pty Ltd
2014 - Marshall launches next generation Battery range with industry leading 42 months warranty and QR Code product registration. Another Industry first.
2015 - Launch of 'Sticky Situations' TV & Digital marketing campaign featuring Shane Warne.
2016 – Launch of a new ‘Sticky Situations’ TVC (child birth) as well as our stores TV commercial.