Saturday, February 25, 2012

GreenCell Inc. - GCLL

GreenCell Inc. - GCLL

GCLL Business Description

GreenCell, Incorporated, a development stage company, engages in developing gas system and appliance igniters, oxygen sensors, fuel cells, and brake pad products primarily for original equipment manufacturers, manufacturers, industry distributors and resellers that operate in the home device, automotive, heating and cooling, and medical industries. The company was founded in 2009 and is headquartered in Penn Yan, New York.

General Automative Company Profile

General Automotive Company provides state-of-the-art automotive parts, mobile electronics & related products at multiple levels of distribution throughout the US. Focused on expanding its growth platform through the acquisition of niche manufacturing companies that offer replacement parts and innovative accessories with high growth potential. By leveraging their unique relationships with manufacturers in China, Korea and Japan and just-in-time capabilities, General Automotive offers attractive, cost-effective supply chain solutions to US-based major parts distributors seeking an edge in today's highly competitive automotive environment.

OE Source

One of two operating divisions of General Automotive Company, OE Source (OES) imports and sells hard-to-get auto parts from proprietary sources domestically and abroad, fulfilling critical portions of its customers' supply chain. These customers include large, multi-national distributors. OES specializes in engine management products such as O2 sensors that are a rapidly growing - and government mandated - segment of the auto supply industry. Through its direct relationship to manufacturers in Asia, OES enjoys a competitive advantage in terms of quality and pricing that will enable it to leverage these relationships into increased market share and profitability.


GreenCell is engaged in a joint venture with SenCer Inc. to develop, commercialize and market SenCer's UltraTempT ceramic composite materials for Home and Transportation applications. GreenCell has identified multiple industries with significant commercial applications with potential revolutionary results. Some of the many applications for this technology are SOFC Fuel Cells, Igniters, Braking, Oxygen Sensors, Ceramic Heaters.

GreenCell's O2 Sensor Technology: Automotive Oxygen Sensor

This technology has already been used to produce a ceramic based heater similar to the commercial Japanese automotive heater as well as some first O2 circuits during a fuel cell demonstration program. The following pictures show the technology being used for the O2 sensor heater. The ceramic coating for the O2 sensor is also shown in these pictures. Finally a graph of the response of these O2 heaters is shown against the leading Japanese company. The response characteristics are identical to the current O2 heater.

GreenCell's Fuel Cell Technology:

The proposed Fuel Cell Design stack design utilizes the same basic technology as proposed for the oxygen sensor. Proof of concept has been completed through a program funded by the New York State Energy Research Agency (NYSERDA). Most of the base concept work was done during this feasibility study and we were encouraged by the results. Although final fuel cell output was not demonstrated, earlier work on an inert anode cell showed it's potential output at 2-3 times existing technology. Further work is now needed to provide exact aging and power output data as well as to simulate the best design. The following UltraTemp™ properties show the materials direct relationship and advantages to the new fuel cell design.

How Fuel Cells Work:

Fuel cells generate electricity from an electrochemical reaction in which oxygen (air)and a fuel (e.g. hydrogen) combine to form water. There are several different types of fuel cell but they are all based around a central design. The electricity produced can be used to power all sorts of devices, from cars and buses to laptops and mobile phones. The by-product heat is also used in some applications, for example to keep houses warm.
How GreenCell's fuel cells work
What we describe as the fuel cell itself consists of a so-called fuel cell stack. A stack is basically built up of a number of individual cells.
Each individual cell within this stack has two electrodes, one positive and one negative, called the cathode and the anode. The reactions that produce electricity take place at the electrodes. Every fuel cell also has an electrolyte, which carries electrically charged particles from one electrode to the other, and a catalyst, which accelerates the reactions at the electrodes. The electrolyte plays a key role. It must permit only the appropriate ions to pass between the anode and cathode. If free electrons or other substances could travel through the electrolyte, they would disrupt the chemical reaction.
Typical Fuel Cell

Utilizing a New Approach to Ion conducting Materials


SenCer Inc. has field test data supporting UltraTemp's remarkable thermal properties and the bonding relationship with engineered oxide, conductive metals and ceramics coatings. SenCer can now develop devices based upon this new technology in the oxygen sensing (automotive and medical markets), oxygen generation and power generation (fuel cell technology). This approach can inherently improve the current generation of technologies and would provide a patent protectable development in advanced ceramics.


Longer term revenue Fuel Cells:

The development of energy-efficient, environmentally friendly fuel cell technologies. GreenCell's groundbreaking technology solves the two most persistent problems in fuel cell design - cost and durability - by replacing expensive platinum conductors with co-fired proprietary ceramic conductive layers. This is a breakthrough approach, and we are pleased to position GA at the forefront of this important effort through our joint venture with SenCer, which over the last 10 years has provided research and core ceramic materials to some of the leading developers of solid oxide fuel cells (SOFC). We believe we can generate commercial (non-government) revenue from fuel cells within 4-6 years. The fuel cell market is expected to deliver exponential growth over the next 15 years as fossil fuels are phased out in transportation applications.

Revenue Model O2 Sensors:

Our first revenue stream will come from licensing our O2 sensor technology.
We have several differentiating features which will most definitely generate interest on the part of the world's leading O2 sensor manufacturers. First and foremost current technology requires the use of platinum, a very expensive material. Our design uses ceramic composites and Cermet materials instead. In addition, one of the principle problems in O2 sensor design is the cover of the tip. This is a coated metal with baffles that allow the exhaust gasses access to the sensing tip but not the full flow of gas pressure in the exhaust tube. These tips corrode and are a major cause of component failure. We can avoid this by creating an Ultra-Temp tip that is porous and resistant to the harsh conditions within the exhaust system.
We can be ready to patent and protect our technology in less than 18 months. At that point we will show prototypes to the largest O2 sensor manufacturers and begin licensing the technology.

Revenue Models Fuel Cells:

Although fuel cell technology is now beginning to see genuine commercialization on a small scale, high volume demand may be as far as 10 years away depending on geopolitical and economic forces. Two of the current business models in the fuel cell industry are stack developers and IP producers. Stack developers manufacture fuel cell stacks for use by third parties. IP producers work on producing intellectual property which they lease/license to third party companies. Our model is a hybrid of both current models. We will develop and manufacture fuel cell stacks and stack components but we are also gearing to license the technology, supply the proprietary ingredients and lease the special machinery to large companies who wish to ramp up high production systems. This puts them in control of the production process and GreenCell in control of the technology.
In the shorter term, we intend to approach a set of interested customers in the transportation industry to form a consortium of users of our stacks. We can then contract for both stack supply and technology transfer. In addition, GreenCell's license gives it ownership of all future developments created under the GreenCell umbrella. This is a significant potential revenue stream as technology developed under the GreenCell license can be used in many applications.

Recent News
GlobeNewswire(Thu, Dec 1)

EDGAR Online Financials(Sat, Nov 19)

GREENCELL, INC Files SEC form 10-Q, Quarterly Report
EDGAR Online(Tue, Nov 15)

Management Team

Mr. Daniel Valladao

Mr. Valladao is one of founders and has over 25 years of automotive experience, including retail, wholesale, and OEM sales channels. Mr. Valladao was named President and Chief Executive Officer of the Company in October 2009 after having serviced as the Vice President of Business Development and Director. Prior to co-founding General Automotive Company, Mr. Valladao served for five years as Vice President of Sales and Marketing for APS International, a global manufacturer and distributor of automotive products. He was previously responsible for sales to OEM companies such as Ford, GM, Chrysler, Honda, and Toyota for HSG Corporation, a manufacturer’s representatives firm. In 1988, Mr. Valladao served as Executive Vice President to Mobile Living Corporation, a retailer of vehicle accessories, building the company into a multi-store chain with sales in excess of $20 million within five years.

Contact Us

1 Keuka Business Park
Suite 414
Penn Yan, NY 14527
United States - Map
Phone: 315-694-7134

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