DieHard (brand)

DieHard
Product type Automobile batteries
Owner KCD IP, LLC
Country USA
Introduced 1967 (1967)
Website DieHard.com

DieHard is a premium brand of automotive battery marketed by Sears Holdings retailers, including Sears and Kmart. The brand is owned by KCD IP, LLC, a special purpose entity created by Sears Holdings for securitization purposes.[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, 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.

Some of the batteries themselves are manufactured by Johnson Controls, which also manufacture Duralast, Varta, AC Delco, as well as 20 other brands. For a time, DieHard batteries were also manufactured by Exide. However, they have switched back to Johnson Controls. The DieHard Platinum line is made by EnerSys, which also makes its own line of premium Odyssey batteries manufactured in the United States.[2]

The DieHard brand is also used on battery chargers, booster cables, power inverters, alkaline batteries, tires, work boots, and more recently the batteries for Craftsman power tools.

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 brand is intended to operate as a standalone version 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]

See also

References

  1. ↑ Berner, Robert (2007-04-16). "The New Alchemy At Sears". BusinessWeek. Retrieved 2010-02-22.
  2. ↑ Costello, Larry. "EnerSys Signs Multi-Year Contract to Provide Sears Holdings With Long-Life DieHard(R) Platinum Batteries". Sears Holdings.
  3. ↑ "Sears launches free-standing pilot DieHard Auto Center". Automotive News. Retrieved 22 February 2017.


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