Long lasting reliable batteries are an indispensable part of our lives and despite rapid progress in almost every aspect of technology, dry cell batteries have not progressed since the alkaline battery forty years ago … until now. Panasonic will release a new battery later this year that promises twice the life of the best existing alkaline battery, the Duracell Ultra. On the market for 12 months in Japan, where it has taken a 10% market share in the face of an influx of cheap battery imports a third its price, the Oxyride Extreme Power will sell for the same price as a standard alkaline battery. In the Japanese market, Panasonic undertook an aggressive marketing campaign using a car powered by two AA-size Oxyride batteries. In demonstrations around Japan, the car has repeatedly travelled a kilometre and has a best distance of more than 1.25 kilometres.