DieHard is a premium brand of automotive battery marketed by Sears Holdings Corporation retailers, including Sears and Kmart. The brand is owned by KCD IP, LLC,[1] a special purpose entity created by Sears Holdings for securitization purposes.[2]
The brand dates to the 1960s. 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, far more generous than traditional pro rata battery warranties. When drivers began to keep automobiles for longer periods than had been traditional previously (due to both their rising cost and hence longer financing contracts, and their improved durability), the cost of this policy became prohibitive and it was discontinued. However the brand line was kept and expanded; it now includes medium-priced, medium-duty batteries as well as the premium-priced, heavy duty line with which it was begun, and in recent years has been expanded to include other non-automotive batteries as well. It is used on batteries for motorcycles, boats, golf carts, garden tractors, and snowmobiles.
The batteries themselves are manufactured by Johnson Controls inc. which also manufacture Duralast, AC Delco, as well as 20 other brands.
The DieHard brand is also used on battery chargers, booster cables, power inverters, alkaline batteries, work boots, and more recently the batteries for Craftsman power tools.
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