HPQ launches Endura battery brand using GEN3 tech

Executive Summary

• HPQ Silicon Inc. has officially launched HPQ Endura, its first commercial battery brand, marking the commercial debut of its third-generation (GEN3) silicon-based anode technology developed in partnership with Novacium SAS.
• The launch signifies a strategic shift from technological feasibility to commercial execution, targeting high-performance battery markets in electric mobility, consumer electronics, telecommunications, and defense across North America.
• HPQ has acquired the HPQEndura.com domain to serve as a central hub for ordering and customer engagement, with a dedicated commercial team led by Derick Lila spearheading the go-to-market strategy.

Key Details

• Product Specifications: HPQ Endura lithium-ion batteries are available in two formats:
  • 18650 format with 4,000 mAh capacity.
  • 21700 format with 6,000 mAh capacity.
• Performance Metrics: The cells deliver exceptional energy density and a cycle life nearing 1,000 full charge-discharge cycles, validated in laboratory and precommercial production settings.
• Technology: The batteries incorporate GEN3 silicon-based anode material developed by French partner Novacium SAS.
• Market Strategy: HPQ holds an exclusive license to commercialize HPQ Endura across Canada, the United States, and Mexico.
• Market Sizing & Projections:
  • Global: The 18650 and 21700 battery market was valued at $15.92 billion (U.S.) in 2024 and is projected to reach $45.60 billion (U.S.) by 2033 (12.4% CAGR).
  • Canada: Market projected to grow from $860 million (U.S.) in 2024 to $2.46 billion (U.S.) by 2033.
  • Mexico: Projected to reach $8.6 billion (U.S.) by 2030 with a 15% CAGR.
  • United States: Market stood at $6.37 billion (U.S.) in 2024 and is expected to reach $16.05 billion (U.S.) by 2030 (13.83% CAGR).
• Financial Opportunity: CEO Bernard Tourillon estimates that a 1% market share would represent:
  • $8.6 million (U.S.) in Canada.
  • $63.7 million (U.S.) in the United States.
  • $86 million (U.S.) in Mexico.
• Digital Infrastructure: The HPQEndura.com platform is scheduled to launch by the end of Q3 2025 to streamline distribution and customer engagement.
• Leadership: Derick Lila has been appointed director of business development for the HPQ Endura brand, leading the commercial team.

Notable Quotes

• "HPQ Endura is more than a brand -- it's the embodiment of our commitment to turning innovation into impact... With this launch, HPQ moves from proving technological feasibility to commercial execution. The North American market is ready, and so are we." — Noelle Drapeau, Corporate Secretary and Intellectual Property Director
• "Silicon is central to our energy future. It's abundant, versatile, and currently underused in battery technology... Our GEN3 process unleashes its potential, and HPQ Endura is the brand that brings it to market." — Derick Lila, Director of Communications and Business Development
• "Even a 1-per-cent share of these markets would be transformative... Achieving similar traction in the U.S. and Mexico... would firmly position HPQ Endura for exponential growth." — Bernard Tourillon, President and CEO