Feature: Plugging Into the Battery Industry at NAATBatt 2025
As manufacturers continue to focus on safety, a maturing industry eyes sustained growth
NAATBatt International bills itself as a trade association that “promotes the development and commercialization of electrochemical energy storage technology and the revitalization of advanced battery manufacturing in North America.” Each year, the association hosts a meeting and conference that brings together its members, industry thought leaders, and battery manufacturers and suppliers. The 2025 edition of this event was held in Orlando from February 17-20.
Our Steve DeMaagd, business development manager (BDM), eMobility and automotive, trekked south from his base in snowy Michigan to attend. In his BDM role, Steve works to help battery manufacturers and suppliers leverage the capabilities of pressure-sensitive adhesive (PSA) tapes and tape converters.
The following are Steve’s key takeaways from the event.
Battery safety remains a top concern
Manufacturers’ ongoing efforts to make batteries safer and more reliable remains a key topic in the industry. Mitigating thermal runaway risk remains a central challenge. This is a condition in which overheating and combustion in a single cell can lead to a chain reaction that engulfs an entire battery pack. Another safety issue is that of preventing arcing and electrical malfunctions.
Solutions such as Avery Dennison Flame Tough™ adhesive, cell venting solutions, Volt Tough™ dielectric tape, and new composite current collector are all positioned to help electric vehicle (EV) battery manufacturers address these challenges.
The industry is turning to artificial intelligence (AI)
It seems likely no industry will be unaffected by the computing revolution brought on by the emergence of AI. Battery manufacturing is no exception. Engineers are exploring the capabilities of AI to help them make improvements to battery design, chemistries and manufacturing processes. While it’s still not clear if this will translate into practical improvements for EV batteries, it’s a trend we’ll continue to track.
At the same time, data centers that support AI are becoming a key driver of demand for electrical generation and storage, including greater use of high-performance storage batteries.
These trends underscore a need for fresh solutions in battery design. Avery Dennison offers a wide range of PSA solutions designed to address many of the key challenges faced by battery manufacturers.
The industry is evolving and continues to grow
The EV industry is becoming more mature and continues to grow at a healthy pace. Forecasts bring optimism: According to a presentation by a representative from Avicenne Energy, a consulting firm specializing in high growth technology markets, the battery industry is projected to grow by 30% in volume and 20% in value over the next decade,
Some of the smaller players who jumped in early have exited — perhaps part of the natural cycle of the industry’s growth. But many of the major players have reinforced their commitment to EVs. Case in point: Hyundai recently announced a $20 billion investment in U.S. manufacturing. The company is one of the leading sellers of EVs in the country, according to Cox Automotive. Stellantis, meanwhile, announced in September 2024 that it’s investing $406 million in three Michigan facilities, including plants that build EV versions of its Ram pickup trucks and Jeep Wagoneer.
A well-received presentation on PSA solutions
Steve also enjoyed an opportunity to present to event attendees. On day one, Steve took the stage and discussed the Avery Dennison EV battery portfolio, focusing mainly on the composite current collector, cell wrapping tape, and electrode fixing tape.
The presentation parlayed into some productive networking opportunities, including multiple discussions with cell producers interested in Avery Dennison solutions.
Many opportunities for PSAs and tape converters
The bottom line? This is a maturing industry with a bright future. And there are many opportunities for PSAs and tape converters to help manufacturers address lingering battery design challenges.
The Avery Dennison EV Battery portfolio offers many such solutions. We welcome the opportunity to work with manufacturers in the industry, either directly or through collaborating with tape converters. To learn more about EV battery PSA technology and our capabilities, visit www.tapes.averydennison.com/evbattery, or contact Steve DeMaagd through LinkedIn.