West Midlands Fire Service Launches ‘Fast. Fierce. Fatal.’ What It Means for Lithium-Ion Battery Safety

West Midlands Fire Service (WMFS) has launched a powerful new campaign: ‘Fast. Fierce. Fatal.’ to raise awareness of the growing dangers associated with lithium-ion battery fires. As a business dedicated to improving fire safety around electric vehicles and battery-powered technology, B.A.T EV Fire Safety fully supports this crucial initiative.

Lithium-ion battery fires are increasing across the UK, and WMFS’s campaign shines an important spotlight on the risks, the warning signs, and the preventative measures everyone should take. Their message is clear, these fires can escalate within seconds, burn at extreme temperatures, and put lives at risk. Awareness, prevention, and safe behaviours are essential.

Lithium-Ion Battery Fires Are on the Rise

According to data shared by West Midlands Fire Service, incidents involving lithium-ion batteries have increased sharply in recent years. In 2023, firefighters responded to 40 incidents. In 2024, that number rose to 69. By October 2025, the total had already reached 65, more than double the incidents recorded over the same period in 2023.

WMFS also reported a significant rise in e-bike-related fires:

• 6 incidents in 2023
• 13 in 2024
• 16 by October 2025

Tragically, the consequences can be devastating. WMFS highlight the heartbreaking case of a young couple and their two dogs who lost their lives in Coventry after an e-bike battery ignited inside their home.

A Campaign with a Clear Message

West Midlands Fire Service has captured the nature of lithium-ion battery fires in three words:

FAST – Fires can ignite suddenly, often with little or no warning.
FIERCE – These fires burn at extremely high temperatures and release toxic, explosive gases.
FATAL – They can spread rapidly through a property, leaving minimal time to escape.

The campaign focuses heavily on safe purchasing, charging, and storage, particularly as Black Friday and Christmas prompt many people to buy electrical devices or battery-powered gifts.

Assistant Chief Fire Officer Steve Ball emphasised the message:
WMFS are urging the public to buy from trusted sellers, use correct chargers, and avoid risky charging behaviours inside the home.

Their guidance includes:

• Always using the correct charger for your device
• Charging on a flat, hard surface away from flammable materials
• Never charging batteries overnight
• Keeping escape routes clear
• Never disposing of batteries in household waste

These simple steps, as WMFS highlight, can genuinely save lives.

What WMFS Want People to Know: Warning Signs and Safe Behaviours

As part of the campaign, WMFS have published vital advice on how to recognise a potentially dangerous battery. They stress the importance of checking for warning signs such as swelling, overheating, leaking liquid, hissing noises, or a burning smell, all indicators that a battery could enter thermal runaway, a self-sustaining reaction that can lead to violent fires or explosions.

They also remind people to think carefully about where devices are placed when charging. Hallways, stairs, and escape routes should always be kept clear, as these areas can become deadly if a fire blocks the only way out.

This advice applies to everyday devices, including phones, laptops, vapes, drones, toys, e-scooters and e-bikes, making it essential for both households and businesses.

B.A.T EV Fire Safety Supports This Essential Initiative

The ‘Fast. Fierce. Fatal.’ campaign is a vital public reminder of a growing challenge. At B.A.T EV Fire Safety, we see first-hand the risks associated with lithium-ion batteries across workplaces, car parks, charging hubs, fleet facilities, and communal environments. We applaud WMFS for bringing national attention to this issue.

While WMFS’s campaign focuses on public awareness and safe individual behaviour, our work supports businesses and organisations by providing advanced early detection, monitoring, and risk-mitigation systems for lithium-ion battery fire events.

Where WMFS emphasise buying safely, charging safely, and storing safely, our technology focuses on:

• Proactive early detection of thermal runaway
• 24/7 monitoring from our Security Operations Centre
• Real-time alerts and fire service integration
• Specialist storage solutions for lithium-ion batteries
• Site-specific fire safety reviews and assessments

Together, public education and robust fire-safety systems form a stronger, safer approach to the challenges created by lithium-ion battery use.

Raising Awareness Saves Lives

West Midlands Fire Service has done an exceptional job bringing the dangers of lithium-ion battery fires into the public conversation. Their ‘Fast. Fierce. Fatal.’ campaign is a timely and important reminder that simple actions can prevent life-threatening incidents.

B.A.T EV Fire Safety fully supports this initiative and encourages individuals and businesses alike to follow WMFS guidance.

If you want to go a step further and assess the risks posed by lithium-ion batteries on your site, our team can help. We provide bespoke fire safety reviews, advanced monitoring systems, and safe storage solutions designed specifically for the evolving challenges of modern battery technology.

Find more information on their website: https://www.wmfs.net/news/fast-fierce-fatal/