DieHard (brand)
DieHard is a brand of automotive battery owned by Advance Auto Parts and sold exclusively at Advance, Carquest and Sears stores. Advance bought the DieHard brand from Sears in December 2019.[1]
 | |
| Product type | Automobile batteries |
|---|---|
| Owner | Sears Roebuck & Company 1967-2004 Sears Holdings 2004-2018 Transform Holdco 2018-2019 Advance Auto Parts 2019-Present |
| Country | USA |
| Introduced | 1967 |
| Website | diehard.com |
The brand dates to 1967, having been developed by Globe-Union Battery for Sears. Globe-Union was later bought out by Johnson Controls, who continued to manufacture the DieHard for Sears. 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. The policy later was discontinued.
In 2019 Johnson Controls sold their battery division to Clarios, LLC, who manufacture DieHard brand, along with Duralast, Varta, and AC Delco, as well as 20 other brands. 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 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.
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.[3] Sears opened another location at Oakland Mall in Troy, Michigan.[4]
Advance Auto Parts announced on December 23, 2019, that it had bought the DieHard brand for $200 million.[5]
See also
References
- Tyko, Kelly (December 24, 2019). "Sears sells DieHard brand to Advance Auto Parts for $200 million". USA TODAY. Retrieved November 5, 2020.
- "Exide Will Pay $27 Million in Fraud Case". The New York Times. Bloomberg News. March 24, 2001. Retrieved 31 March 2018.
- McGavin, Stephanie Hernandez (February 21, 2017). "Sears launches free-standing pilot DieHard Auto Center". Automotive News. Retrieved 22 February 2017.
- "100 W Fourteen Mile, Troy, MI 48083". Sears Auto Center. Retrieved 2020-07-13.
- 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.