In this article, we will discuss the market size of lithium-ion battery coating machine consumed in the US, the market size of each segment within the lithium-ion battery coating machine industry, the search trends based on keywords related to lithium-ion battery coating machine in Google search, and three companies that appear to be actively engaged in marketing lithium-ion battery coating machine online. We will also present the findings from our research on each company’s web communication strategy. The research was conducted in December 2024.

The US’s Lithium-ion Battery Production Machine Market Overview 

There is currently no specific data available on the lithium-ion battery coating machine market in the US. However, the overall battery manufacturing data for the US is provided below.

Overview of the Battery Manufacturing Market in the US

The U.S. battery manufacturing market has experienced fluctuations in revenue over the past decade. The market peaked at $11.624 billion in 2015 before gradually declining to $8.141 billion in 2020. However, it has shown signs of stabilization, with revenues increasing to $8.618 billion in 2023. Forecasts for 2025 and 2026 are not available, but the industry remains crucial, particularly with the rising demand for lithium-ion batteries driven by electric vehicles and energy storage. The lithium-ion battery coating machine market in the U.S. is expanding as manufacturers seek advanced technology to enhance battery efficiency and production scalability.

Battery Manufacturing in the US by segmentations

The US’s Battery Manufacturing segmentation by Battery Types

The U.S. battery manufacturing industry demonstrates distinct trends across its two main segments: storage battery manufacturing and primary battery manufacturing. Storage battery manufacturing has shown steady growth, reaching $7.32 billion in 2024 from $6.536 billion in 2012, driven by demand for renewable energy storage and electric vehicles. Conversely, primary battery manufacturing, which peaked at $4.42 billion in 2012, has experienced a gradual decline, falling to $1.285 billion in 2024, reflecting a shift toward rechargeable technologies. The lithium-ion battery coating machine market in the U.S. is also expanding, driven by the need for enhanced battery performance, durability, and efficiency in electric vehicles and energy storage applications. 

Segmentation by Battery Types market data

The US’s Battery Manufacturing segmentation by Battery Form 

The U.S. battery manufacturing market exhibits significant diversity in form factor segments. Cylindrical cells dominate with a monthly search volume of 4,190, reflecting their widespread use in consumer electronics and electric vehicles. Prismatic cells follow with 1,090 searches, showcasing their relevance in compact, high-energy applications. Pouch cells garner 980 searches, driven by their flexibility in design and usage in portable devices. Button cells, often utilized in small electronics, account for 880 searches. The lithium-ion battery coating machine market in the U.S. is expanding as manufacturers seek advanced coating technologies to enhance battery efficiency, safety, and overall performance.

Segmentation by Battery Form market data

Search Trends for Lithium-ion Battery Coating  Machine in the US

In this section, we analyze the search trends for the following keywords

Keyword

Coating machine

Powder coating machine 

Keyword explanation 

Coating machine: A machine used in battery production that applies a protective or functional layer to surfaces in industries like battery manufacturing, pharmaceuticals, and electronics.

Powder coating machine: A type of coating machine that specifically uses electrostatic spray to apply dry powder to metal surfaces, which is then cured with heat for a durable, corrosion-resistant finish commonly used in automotive and industrial applications.

Top 50 monthly keywords searched

Based on the keywords above, this list also includes keywords that Google has determined to be related.

Overall keyword trends, including related keywords

The keywords being searched are categorized as follows:

1. Coating machine types: Keywords that include specific types of coating machine, such as “slot die coating machine”, “roll to roll coating machine”, and “ultrasonic spray coating machine”.  
2. Coating technologies: Keywords that include specific types of coating technologies, such as “physical vapor deposition machine”, “electrostatic coating equipment”, and “powder coating machine”. 
3. Battery component focus: Keywords that include specific types of the battery produced, such as “battery electrode coating machine”, “pcb coating machine”, and “battery electrode coating machine”. 
4. Price/Cost: Keywords that refer to price consciousness.
5. Scale of equipment: Keywords that include specific scales or applications of coating machines, such as “mini powder coating machine”, “lab coater machine”, and “pilot coater”. 

Each keyword category’s number of keywords, total monthly search, top 3 most searched keywords in each category and their monthly search volume are as follows: 

Key points

• The Coating Machine Types category has the highest total search volume (33,670 monthly searches) and the largest number of keywords (150). This indicates a strong market interest in various coating machines, with powder coating machines leading the demand (5,400 searches).
• The Coating Technologies category has a total of 8,920 searches across 31 keywords, indicating a focused but notable interest. Keywords like PVD coating machine (480 searches) and slot die coater (480 searches) show that advanced coating technologies are gaining traction, especially in high-precision industries.
• Price-related searches total 900 monthly searches across 50 keywords, showing that buyers are actively considering cost-effective solutions for coating machines. Scale of Equipment (e.g., small, portable, or industrial machines) has a low total search volume (130 searches), indicating that while some buyers prioritize equipment size, it is not a primary driver of search demand.

Brands with high brand awareness through search keywords

Below are the searched brand names, the number of related keywords, and the total monthly search volume:

About Gema

Gema is a globally recognized leader in powder coating technology, providing high-quality equipment and solutions for industrial and professional applications. Founded in Switzerland, Gema specializes in electrostatic powder coating systems, including automatic and manual powder coating guns, booths, and recovery systems. Known for innovation and precision, Gema’s advanced technology enhances efficiency, coating uniformity, and sustainability. Their products serve industries such as automotive, furniture, and heavy machinery, ensuring superior surface finishing. With a strong global presence, Gema continues to set industry standards with reliable and durable solutions, helping manufacturers optimize their powder coating processes for maximum quality and performance.

About Vevor

Vevor is a leading online retailer specializing in industrial and commercial equipment, including tools, machinery, and accessories. With a strong focus on affordability and reliability, Vevor provides a wide range of products for businesses and DIY enthusiasts, including powder coating machines, welding equipment, kitchen appliances, and more. The company prioritizes accessibility, offering competitive pricing without compromising on quality. Vevor’s extensive supply chain and efficient logistics allow them to serve customers worldwide. Known for customer-focused service and cost-effective solutions, Vevor has gained popularity among small businesses and hobbyists looking for durable and versatile industrial-grade equipment at reasonable prices.

About Harbor Freight 

Harbor Freight is an American retailer specializing in affordable tools and equipment for professional, industrial, and DIY applications. Founded in 1977, the company offers a broad range of power tools, hand tools, machinery, and automotive equipment. Harbor Freight is known for providing budget-friendly alternatives to premium brands while maintaining decent quality and reliability. With over 1,300 stores across the U.S. and a strong online presence, the brand caters to tradespeople, contractors, and homeowners. Their powder coating machines, air compressors, and shop equipment are widely used by cost-conscious customers looking for effective, value-driven solutions for their projects.

Major players of this industry in the US

This section provides information on major players in the US’s LiB production market.

Tesla

Tesla is a prominent manufacturer of lithium-ion batteries, primarily for its electric vehicles and energy storage solutions. The company operates multiple Gigafactories, including Gigafactory Nevada, which produces battery cells in collaboration with Panasonic. Tesla’s advancements in battery technology, such as the development of the 4680 battery cell, aim to enhance energy density and reduce production costs.

Panasonic

Panasonic is a key supplier of lithium-ion batteries, notably collaborating with Tesla to produce automotive-grade battery cells. The company has expanded its production capabilities in the U.S., including operations at Gigafactory Nevada and plans for a new plant in Kansas. Panasonic’s commitment to innovation is evident in its development of high-capacity 4680 battery cells, which are expected to enhance the performance of electric vehicles

Microvast

Founded in 2006, Microvast specializes in the design, development, and manufacturing of lithium-ion battery solutions for various applications, including commercial vehicles and energy storage systems. The company emphasizes vertical integration, controlling multiple aspects of battery production to ensure quality and performance. With nearly two decades of experience, Microvast has deployed over 31,000 battery systems across 34 countries, underscoring its global reach and industry expertise.

Digital communication strategies of major web players

Definition and target of major web players

Here, major web players are companies that rank highly in Google search results for the keyword ‘lithium battery coating machine’.

The target companies are the following two companies.

• Xiaowei
• TOB New Energy

Xiaowei’s digital communication strategy

What is Xiaowei?

Xiaowei is a leading turnkey manufacturer of battery equipment with over 20 years of experience, offering a range of over 30 products and completing more than 150 projects. Known as the “Battery Hospital,” Xiaowei specializes in providing advanced materials and customized equipment solutions for cell battery research and manufacturing. The company emphasizes quality control, equipment innovation, and customer value, serving as a trusted partner for battery technology development worldwide.

Pages where Xiaowei uses advertising

The landing page that Xiaowei uses for advertising is as follows

First view

The webpage features a clean, professional layout with a large hero image showcasing an industrial battery coating machine, emphasizing advanced manufacturing technology. The design uses a consistent blue and white color scheme, paired with bold headers to highlight key sections like product details, advantages, and customization solutions. Visual elements, including product images and diagrams, provide clarity on machine features and functionality. The page ends with an FAQ section for quick access to common inquiries.

Global menu

The global menu is a horizontal navigation bar positioned at the top of the page, providing key access points to the website’s main sections: Home, Products, Battery Production, Company, Contact. A language selector is located in the top-right corner, allowing users to switch between languages (e.g., English, French, German, etc.). The menu is simple and ensures easy navigation to essential site sections.

Product introduction

This webpage presents an overview of a battery production line, featuring a structured design with clear sections. A process flow diagram at the top visually outlines the stages of lithium battery production, supported by labeled icons for each step. Below, detailed text descriptions explain the production process, customization options, and benefits of using the company’s solutions. The page includes additional visual aids, such as diagrams and images of equipment, to support the content. A dedicated FAQ section at the bottom addresses common questions about costs, production features, and after-sales services, ensuring user accessibility and functionality.

Clicking on a specific coating machine (e.g., W250*800 Auto Coating Machine) takes users to the product page with a carousel of high-quality images, a sidebar for easy navigation, and detailed information, including product description, technical specs, and features. A “Related Equipment” section highlights similar products, with email and inquiry buttons for quick contact.

Web user’s goal

The webpage includes key CTAs like ‘Contact Us Now!’ to encourage inquiries and purchases, along with embedded links such as ‘Laser Welding Machines,’ ‘Battery Roll Press Machines,’ and ‘Electrode Cutting Machines’ for further exploration. The FAQ section addresses common questions, guiding users to relevant information. Additionally, a floating left sidebar with social media and email icons provides constant access to platforms like LinkedIn, WhatsApp, and email, enabling users to share content or initiate direct communication easily.

Simplified UX diagram from the relevant page on the Xiaowei site

The user flow starts at the landing page, showcasing key offerings like battery equipment and manufacturing solutions. The global navigation bar provides quick access to Home, Products, Battery Production, Company, and Contact.

From the main page, users can visit the product page, which includes detailed descriptions, images, and specifications. Contact options such as the office address, email, WhatsApp, and an inquiry form are prominently displayed, along with social media links to LinkedIn and YouTube for added engagement.

TOB New Energy’s digital communication strategy

What is TOB New Energy?

Xiamen TOB New Energy Technology Co., Ltd., founded in 2012, specializes in high-end equipment for lithium-ion batteries and supercapacitors. With over 20 years of expertise, TOB provides advanced production solutions, including mixers, coating machines, and test systems. The company serves global clients like BMW, Mercedes-Benz, and MIT, offering over 200 production lines worldwide, with ISO9001 and CE certifications.

Pages where TOB New Energy uses advertising

TOB New Energy has a landing page, but it is currently not running ads.

First view

The webpage showcases a clean, organized layout. The design prominently features a top navigation bar with sections like Home, Company, Products, and Contact. A banner highlights lab, pilot, and production line imagery, emphasizing the company’s expertise in battery technology solutions. Below, a category menu on the left organizes products by type, while the central section displays product thumbnails with brief descriptions, providing a visual and textual overview of various battery coating machines. The page includes pagination for navigating product listings and uses consistent branding elements like a green and orange color scheme.

Global menu

The global menu is a horizontal navigation bar at the top of the page with categories: Home, Company, Products, Video, Projects, Procurement, Contact, and Service & Support. It includes additional quick links for language selection, search functionality, and contact details.

Product introduction

This page presents detailed product information for a lithium battery double-layer emulsion coating machine. The design is structured with a sidebar for category navigation on the left, and the main content area highlighting the product name, images, specifications, and a video demonstration. Below the video, high-resolution images showcase the product in use, emphasizing its functionality and components. A “Send a Message” form is included for inquiries, and a “Related Products” section at the bottom encourages further exploration of similar items. The layout balances textual details and visuals effectively for a comprehensive product showcase.

Web user’s goal

The page features several prominent CTAs to engage users:

• “Inquiry Now” Button – Located near the product details, this encourages users to directly inquire about the product.
• “Send Message” Form – Positioned towards the bottom, it allows users to submit their contact details and specific questions.
• Related Products Section – Includes clickable links and images of similar products to drive further engagement and exploration.

These CTAs are strategically placed to prompt user interaction and support purchasing decisions.

Simplified UX diagram from the relevant page on the TOB New Energy site

The user’s journey starts on the main page, showcasing a grid-based product catalog. The global navigation includes links to key sections: Home, Company, Products, Video, Projects, Procurement, Contact, and Service & Support. Users can explore the product page for detailed specifications and visuals. Contact options include phone, Skype, email, WeChat, and an inquiry form. Country-specific service information is available on the “Contact” page.

Summary

Xiaowei New Energy Technology Co., Ltd. focuses on industrial-scale battery production equipment, offering advanced machinery for pouch, cylindrical, and prismatic cell manufacturing, such as coating, sealing, and winding machines. With over 20 years of experience and collaboration with South China University of Technology, Xiaowei delivers customized automation solutions tailored to large-scale production and research institutions.

TOB New Energy Technology Co., Ltd., on the other hand, provides a broader range of solutions for both R&D and production, including battery materials, equipment, and testing tools. Ideal for small- to medium-scale setups like labs and pilot lines, TOB offers turnkey solutions for global clients in energy storage, EVs, and consumer electronics. Their customer-focused approach, featuring project showcases and tutorials, emphasizes flexibility, innovation, and collaboration.