DieHard (brand)

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DieHard Brand Logo.png
Product typeAutomobile batteries
OwnerAdvance Auto Parts
Introduced1967; 53 years ago (1967)

DieHard is a brand of automotive battery owned by Advance Auto Parts, marketed by Sears Holdings retailers, including Sears and Kmart.[1]

The brand dates to 1967. In its earliest years, the brand was guaranteed to last "forever", that is, as long as the original owner still owned the car in which it was originally installed, in contrast to traditional pro rata battery warranties.[citation needed] The policy later was discontinued.[citation needed]

Some of the batteries themselves are manufactured by Johnson Controls, which also manufacture Duralast, Varta, AC Delco, as well as 20 other brands.[citation needed] For a time, DieHard batteries were also manufactured by Exide. In March 2001, Exide pleaded guilty to fraud conspiracy charges and agreed to pay a fine of $27.5 million to end a federal criminal investigation into auto-battery sales to customers of Sears, Roebuck & Company. The case arose from investigations and accusations that Exide conspired with Sears to sell used batteries as new to Sears customers and that Exide officials had paid bribes to conceal the fraud.[2] DieHard battery manufacturing afterward returned to Johnson Controls. The DieHard Platinum line is made by EnerSys, which also makes its own line of Odyssey batteries manufactured in the United States.[3]

The DieHard brand is also used on battery chargers, booster cables, power inverters, alkaline batteries, tires, work boots, and the batteries for Craftsman power tools. Battery chargers were initially made by Associated Equipment under the "608" model prefix, and then later Schumacher Electric under the "200" model prefix.[citation needed]

In 2017, Sears launched a pilot location in San Antonio for a DieHard-branded auto service franchise, DieHard Auto Center Driven by Sears Auto. The intent was to operate standalone versions of the Sears Auto Center locations attached to Sears department stores; the location was chosen because it was in proximity to a Sears location that had closed.[4] Sears opened another location at Oakland Mall in Troy, Michigan.[5]

Advance Auto Parts announced on December 23, 2019, that it had bought the DieHard brand for $200 million.[6]

See also[edit]


  1. ^ Berner, Robert (2007-04-16). "The New Alchemy At Sears". BusinessWeek. Archived from the original on 2007-04-16. Retrieved 2010-02-22.
  2. ^ "Exide Will Pay $27 Million in Fraud Case". Bloomberg News. March 24, 2001. Retrieved 31 March 2018 – via The New York Times.
  3. ^ Costello, Larry. "EnerSys Signs Multi-Year Contract to Provide Sears Holdings With Long-Life DieHard Platinum Batteries". Sears Holdings.
  4. ^ McGavin, Stephanie Hernandez (February 21, 2017). "Sears launches free-standing pilot DieHard Auto Center". Automotive News. Retrieved 22 February 2017.
  5. ^ "100 W Fourteen Mile, Troy, MI 48083". Sears Auto Center. Retrieved 2020-07-13.
  6. ^ Thomas, Lauren (December 23, 2019). "Advance Auto Parts to buy DieHard brand from Sears for $200 million in cash deal". CNBC. Archived from the original on December 23, 2019. Retrieved October 19, 2020.

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