SABAT BATTERIES AUSTIN GAMBLE
GENTLEMEN START YOUR
ENGINES
In 1968 , a momentous moment occurred , when RBJ ( Chappie ) Woolcott , a former World War II fighter pilot , took a leap of faith , and founded SABAT Batteries in Johannesburg . It was fundamentally an under the radar exercise , but now , 57 years later , we can look back and marvel at how a flight of fancy became a journey of innovation , and an inspiring tale of perseverance and foresight
The first years of SABAT Batteries exemplified resilience and flexibility , with confidence in its employees , who were given free rein to be creative and to reach for the stars . Woolcott equipped the factory with European plant and equipment , and relied on technical support from Lucas Batteries UK . Research and Development provided the foundation for growth , and by the 1980 ’ s , employee levels had reached 240 . With no hierarchical management structures , and employee participation in problem fixing , fired by passion and ingenuity . A focus on quality and competitive pricing , together with a customer centric approach , ensured a loyal customer base .
Starting off with salesmen selling batteries from their car boots , and then graduating to salesmen accompanying the delivery trucks to their destinations , and even collecting scrap batteries , these dynamic interventions culminated in the development of a vast distribution network . The mantra of never letting a customer down added to the lustre . SABAT Batteries also sought to differentiate themselves by sponsoring motorsport , and by creating a marketing platform on the slogan of “ South Africa ’ s Fastest Moving Battery .” Regular customer entertainment events at Kyalami and Killarney were additional contributions and reinforcements to this image .
AutoX , previously Powertech , acquired SABAT Batteries in 1998 , and with this SABAT Batteries enjoyed the benefits of marrying the best of both worlds – still being a pioneer , but with corporate heft . SABAT now has a strong market presence across the whole
aBr WORDS IN ACTION 16 JANUARY • FEBRUARY • MARCH 2025