General Automotive Announces Joint Venture to Develop and Market Next-Generation Fuel Cell Technology

March 09, 2010 by Jeff Shepard

General Automotive Company, a North American provider of aftermarket parts and advanced technology for the automotive industry, announced a revised joint venture with SenCer Inc. to develop, commercialize and market SenCer’s UltraTemp™ ceramic composite materials for accelerating the development of energy-efficient, environmentally friendly fuel cell technologies. The joint venture, now called Green Cell, Inc., will also advance the development of next-generation oxygen sensors and igniters.

A Rochester, New York-based research firm known for its engineering expertise in advanced ceramic systems, SenCer Inc. has developed a series of next-generation ceramic fiber/ceramic matrix composite materials with a wide variety of applications, including fuel cell for powering automotive engines. The goal of the joint venture will be to develop a series of prototypes that will significantly advance the process of commercializing and, ultimately, mass producing fuel cells, oxygen sensors, igniters, as well as other products.

Dan Valladao, President and CEO of General Automotive, said, "This Joint Venture could be a real game changer for many products within the automotive industry including fuel cells, brakes, and oxygen sensors. We are very excited about GreenCell and its extraordinary potential."