Facts

• Consumers rank DieHard as "America's Most Preferred Automotive Battery" overwhelmingly by a 3 to 1 margin, according to a 2006 Brand Tracker Survey. Over 24% of consumers polled mentioned DieHard compared to its two nearest competitors, which garnered mentions only 7% and 8% of the time, respectively.
• DieHard is celebrating its 40th anniversary as a battery brand in 2007.
• Sears revolutionized the automotive batter replacement category in 1967 with the introduction of DieHard -- a tough, thin-walled translucent plastic case 50% thinner than conventional black, rubber- type battery enclosures. The result: bigger plates, more acid and extra starting power. More than nine years of research and development was conducted prior to the launch of DieHard in 1967.
• In 1970 DieHard batteries were used in sets of three to provide the 36-volt starting power for most of the 33 cars entered in the Indianapolis 500.
• More than 200 million DieHard automotive batteries have been sold since 1967.
• In 1983, Sears introduced the first DieHard Motorcycle battery, tough enough for select Harley-Davidson Motorcycles.
• The name DieHard is derived from its unfailing operation over several million miles on test vehicles at high and low speeds in varying climates at high and low altitudes. Not a single failure was reported in over 26,000 starts in temperatures ranging from sub-zero to more than 100 degrees.
• In 2005, DieHard Gold batteries were introduced as an after-market part for certain Hyundai auto models. Sears is the only after-market retailer to carry a battery fitment for these Hyundai vehicles. Previously, all Hyundai owners had to visit a Hyundai dealer for a replacement battery.
• In addition to its legendary performance as an auto battery, DieHard has batteries to power motorcycles, boats, golf carts, garden tractors, snowmobiles, all-terrain vehicles, personal watercraft and various mobility equipment for the handicapped. DieHard "AAA", "AA", "C", "D" and 9-volt alkaline batteries are also available at Sears.
• In 2006, DieHard Auto, Marine and Tractor batteries were introduced to over 1400 Kmart stores along with the popular DieHard line of "AA", "AAA", "C" and "D" alkaline batteries previously sold at Sears outlets only.