In this paper an active excitation approach to battery model parameter identification is discussed. Based on begin-of-life battery model, it is possible to establish a reference parameter table (either fixed, or adaptively learned), and based on such reference parameter table, as well as by analysing battery input signal, active excitation request may be generated. Active excitation is achieved based on maintaining overall torque level with regard to drive input, while adjusting both engine and battery power output (and input). Both conditions for active excitation request, as well as active excitation generation approaches, are presented in detail. Simulation examples using production electrified vehicle battery model parameters and real world drive cycles demonstrate that the proposed approach indeed improves battery model parameter identification accuracy.