DieHard (brand)
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DieHard is a brand of
automotive battery An automotive battery or car battery is a rechargeable battery that is used to start a motor vehicle. Its main purpose is to provide an electric current to the electric-powered starting motor, which in turn starts the chemically-powered internal ...
owned by
Advance Auto Parts Advance Auto Parts, Inc. (Advance) is an American automotive aftermarket parts provider. Headquartered in Raleigh, North Carolina Raleigh (; ) is the capital city of the state of North Carolina and the List of North Carolina county seats, ...
and sold exclusively at Advance,
Carquest Carquest Corporation is an American automotive parts distribution network that is currently owned and operated by Advance Auto Parts via independent retailers associated with the network. As of October 4, 2014 Advance operated 5,305 stores, 109 ...
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 as ...
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 corporation, multinational Conglomerate (company), conglomerate headquartered in Cork (city), Cork, Republic of Ireland, Ireland, that produces fire, HVAC, and securit ...
, 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 English_compound#Hyphenated_compound_ ...
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 In law, fraud is intentional deception to secure unfair or unlawful gain, or to deprive a victim of a legal right. Fraud can violate civil law (e.g., a fraud victim may sue the fraud perpetrator to avoid the fraud or recover monetary compe ...
. 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 in
Troy, Michigan Troy is a city in Oakland County, Michigan, 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 List of municipalities in Michigan (by population), 1 ...
.
Advance Auto Parts Advance Auto Parts, Inc. (Advance) is an American automotive aftermarket parts provider. Headquartered in Raleigh, North Carolina Raleigh (; ) is the capital city of the state of North Carolina and the List of North Carolina county seats, ...
announced on December 23, 2019, that it had bought the DieHard brand for $200 million.


See also

* Sears XDH-1


References


External links


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