DieHard is a premium brand of automotive batteries marketed by Sears Holdings retailers, including Sears and Kmart. This brand is owned by KCD IP, LLC, a special-purpose entity created by Sears Holdings for the purpose of securitization.
This brand originated in 1967. In the early years, this brand was guaranteed to survive "forever", that is, as long as the original owner still owns the car originally installed, much cheaper than the traditional pro battery warranty on average. When drivers start keeping cars for longer than traditional ones (due to increased costs and hence longer financing contracts, and increased endurance), the cost of this policy becomes a barrier and it is stopped. However, brand lines are maintained and expanded; it now includes batteries with medium, medium-duty prices as well as expensive, heavy-duty lines with which it started, and in recent years has expanded to include other non-automotive batteries as well. These are used on batteries for motorcycles, boats, golf carts, garden tractors, and snowmobiles.
Some of the batteries themselves are manufactured by Johnson Controls, which also produces Duralast, Varta, AC Delco, as well as 20 other brands. For the time being, DieHard batteries are also manufactured by Exide. In March 2001, Exide pleaded guilty to conspiracy fraud charges and agreed to pay a $ 27.5 million fine to terminate a federal criminal investigation into automated battery sales for Sears, Roebuck & Company. The case arises from investigations and allegations that Exide is conspiring with Sears to sell used batteries as new to Sears customers and that Exide officials have paid bribes to hide fraud. However, they have switched back to Johnson Controls. The DieHard Platinum line is created by EnerSys, which also creates its own premium line of premium Odyssey batteries in the United States.
The DieHard brand is also used on battery chargers, reinforcement cables, power inverters, alkaline batteries, tires, work boots, and recently batteries for Craftsman power tools.
In 2017, Sears launched a pilot site in San Antonio for the DieHard branded service car franchise, the Car See Car Center DieHard driven by Sears Auto . The brand is intended to operate as a standalone version of the Sears Auto Center location attached to the Sears department store; the location is chosen because it is near the Sears location that has been closed.
Video DieHard (brand)
See also
- Sears XDH-1
Maps DieHard (brand)
References
External links
- DieHard battery
Source of the article : Wikipedia
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