HPQ Presents Endura, the First Business Battery Brand Rooted in GEN3 Technology
The battery market in North America, specifically the 18650 and 21700 sectors, is poised for substantial growth over the next decade. According to recent projections, the U.S. market alone is projected to grow at a compound annual growth rate (CAGR) of nearly 14%, reaching approximately USD 16 billion by 2030 [1]. Canada and Mexico also present promising opportunities, with their markets projected to expand significantly as well [1].
In response to this growing demand, HPQ Silicon Inc. has introduced a new brand, HPQ Endura, for its lithium-ion batteries built on GEN3 technology. Developed in partnership with Novacium SAS, these batteries are designed to serve critical sectors, including electric mobility, consumer electronics, telecommunications, and defense [1].
HPQ Endura promises transformative innovation, leveraging the company's proprietary Gen3 battery technology. The batteries deliver exceptional energy density and a cycle life nearing 1,000 full charge-discharge cycles [1]. By capturing market share, HPQ aims to capitalize on this growth and innovation trend in North America.
The company's strategy involves licensing its advanced battery technology to battery manufacturers, targeting the segment’s expansion driven by demand in electric vehicles, energy storage, and power tools [1]. To facilitate this, HPQ Silicon Inc. has acquired the HPQEndura.com domain to streamline distribution and accelerate time-to-market [1].
By the end of Q3 2025, HPQEndura.com will serve as the central hub for ordering and customer engagement [1]. The business development team will focus on securing strategic partnerships, penetrating high-growth sectors, and converting industry interest into recurring revenue [1].
Derick Lila, M.A., M.Sc, will lead a dedicated commercial team and serve as Director of Business Development for the HPQ Endura brand [1]. Lila brings over two decades of experience in cleantech marketing and communications to the role. Noelle Drapeau, LLL, MBA, PMP, HPQ Silicon Corporate Secretary and Intellectual Property Director, stated that HPQ Endura is the embodiment of the company's commitment to turning innovation into impact [1].
The global 18650 and 21700 battery market is projected to reach USD 45.60 billion by 2033, with a CAGR of 12.4% [2]. In the United States, the market for these batteries stood at USD 6.37 billion in 2024, accounting for 40% of global demand [2]. In Canada, the market could grow from USD 860 million in 2024 to USD 2.46 billion by 2033 [1]. Mexico, covered under HPQ's license, is the fastest-growing market in North America, projected to reach USD 8.6 billion by 2030 with a 15% CAGR [1].
With a 1% market share in Canada, HPQ could generate USD 8.6 million, and in Mexico, USD 86 million by 2030, indicating substantial market growth potential there as well [1]. Bernard Tourillon, President and CEO of HPQ Silicon Inc, believes that even capturing a 1% share in these markets would be transformative financially for HPQ Endura [1].
HPQ Endura is available in two formats: 18650 (4,000 mAh) and 21700 (6,000 mAh) [1]. The platform HPQEndura.com will be used to build momentum, educate, and close deals [1]. As the battery market continues to expand, HPQ Silicon Inc. is well-positioned to capitalize on this growth with its innovative HPQ Endura brand.
Sources: [1] HPQ Silicon Inc. Press Release, "HPQ Introduces Endura: Its First Commercial Battery Brand Built on GEN3 Technology," 23 March 2023. [2] Grand View Research, "Global 18650 and 21700 Lithium-ion Battery Market Size, Share & Trends Analysis Report by Type (18650, 21700), by Application (Electric Vehicles, Energy Storage, Power Tools), and Segment Forecasts, 2022 - 2033."
- HPQ Silicon Inc.'s new brand, HPQ Endura, focuses on serving critical sectors like electric mobility, consumer electronics, telecommunications, and defense through its lithium-ion batteries based on GEN3 technology.
- HPQ Endura's battery technology has the potential to be licensed to various manufacturers targeting the expanding segments driven by demand in electric vehicles, energy storage, and power tools.
- To facilitate this distribution and accelerate time-to-market, HPQ Silicon Inc. has acquired the HPQEndura.com domain, which will serve as the central hub for ordering and customer engagement by the end of Q3 2025.
- The global 18650 and 21700 battery market, including sectors in North America such as the United States, Canada, and Mexico, is projected to grow significantly over the next decade, creating opportunities for companies like HPQ Silicon Inc. to invest in and capitalize on this growth trend.
