DieHard is a brand of automotive battery owned by

Advance Auto Parts Advance Auto Parts, Inc. (Advance) is an American automotive aftermarket parts provider. Headquartered in Raleigh, North Carolina, it serves both professional installer and do it yourself (DIY) customers. As of July 13, 2019, Advance operated 4 ...

and sold exclusively at

Advance Advance commonly refers to: *Advance, an offensive push in sports, games, thoughts, military combat, or sexual or romantic pursuits *Advance payment for goods or services *Advance against royalties, a payment to be offset against future royalty pa ...

, Carquest and

Sears Sears, Roebuck and Co. ( ), commonly known as Sears, is an American chain of department stores founded in 1892 by Richard Warren Sears and Alvah Curtis Roebuck and reincorporated in 1906 by Richard Sears and Julius Rosenwald, with what began a ...

stores. Advance bought the DieHard brand from Sears in December 2019. The brand dates to 1967, having been developed by Globe-Union Battery for Sears. Globe-Union was later bought out by

Johnson Controls Johnson Controls International is an American Irish-domiciled multinational conglomerate headquartered in Cork, Ireland, that produces fire, HVAC, and security equipment for buildings. As of mid-2019, it employed 105,000 people in around 2,00 ...

, 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 ''Pro rata'' is an adverb or adjective meaning in equal portions or in proportion. The term is used in many legal and economic contexts. The hyphenated spelling ''pro-rata'' for the adjective form is common, as recommended for adjectives by some E ...

battery

warranties In contract law, a warranty is a promise which is not a condition of the contract or an innominate term: (1) it is a term "not going to the root of the contract",Hogg M. (2011). ''Promises and Contract Law: Comparative Perspectives''p. 48 Cambri ...

. 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 Exide was originally a brand name for batteries produced by The Electric Storage Battery Company and later became Exide Corporation doing business as Exide Technologies, an American multinational lead-acid batteries manufacturing company. It ...

. 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 Sears, Roebuck and Co. ( ), commonly known as Sears, is an American chain of department stores founded in 1892 by Richard Warren Sears and Alvah Curtis Roebuck and reincorporated in 1906 by Richard Sears and Julius Rosenwald, with what began as ...

. 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. DieHard battery manufacturing afterward returned to Johnson Controls. The DieHard brand is also used on hand tools, power tools, 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. Sears opened another location at

Oakland Mall Oakland Mall is an enclosed super-regional shopping mall located in the city of Troy, Michigan, a suburb of Detroit. It is located in the northwest corner of the intersection of 14 Mile and John R. roads, adjacent to Interstate 75 (Chrysler Freewa ...

Troy, Michigan Troy is a city in Oakland County, Michigan, United States. Its population was 87,294 at the 2020 U.S. census, making Troy the most populous city in the county and the 13th most-populous municipality in the state. Troy is a northern suburb of Me ...

announced on December 23, 2019, that it had bought the DieHard brand for $200 million.

References

External links

DieHard
{{DEFAULTSORT:Diehard (Type Of Battery) Sears Holdings brands American brands Automotive companies of the United States

See also

References

External links