1967-1975
Tested, proven and guaranteed to deliver across any circumstance, it took nine years of intense research and more than 1 million dollars for Sears to develop the DieHard, America's most innovative automotive battery.
Introduced in 1967, Sears designed the DieHard to produce 35 percent more usable starting power than other similar batteries. Featuring a revolutionary tough, thin-walled case of translucent polypropylene plastic, which was 50 percent thinner than conventional black rubber-type battery enclosures, the design's extra room meant bigger plates, more acid and extra starting power.
In addition to the space-saving and visibility advantages, the polypropylene case was stronger as well. The development of tools to manufacture the clear plastic container was a major undertaking. That project alone took some of the country's finest toolmakers more than a year and a half to build. The machines they developed represented a substantial advance in precision ejection-molding. The first, mammoth ejection molding press for the DieHard weighed 600 tons and required 500 metric tons to clamp shut. By itself, the mold for the container weighed four and a half tons.
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Sears revolutionized the automotive battery replacement category in 1967 with the introduction of DieHard — a tough, thin-walled translucent plastic case 50 percent thinner than conventional black, rubber-type battery enclosures. The result: bigger plates, more acid and extra starting power.
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.
During testing, not a single failure was reported in over 26,000 starts in temperatures ranging from sub-zero to more than 100 degrees.
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DieHard batteries were used in sets of three to provide the 36 volt starting power for most of the 33 cars entered in the 1970 Indianapolis 500.
Stock car superstars Richard Petty and Bobby Allison depended on DieHard to power their cars at the 32 events scheduled for NASCAR®'s 25th Anniversary Grand National Season in 1973.
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Sears marketed DieHard through a series of innovative advertisements ranging from batteries frozen in ice, to batteries in Baja race cars.
In the 1960's, popular TV comedy shows starring Garry Moore, Carol Burnett and Tim Conway all featured parodies of the DieHard brand and its battery known for reliable starting power, performance and long life.
1976-1985
By 1983, Sears had introduced new DieHard Diesel Batteries for model VWs and Porsches, a new line of Fleet Service Batteries and Golf Cart Batteries, as well as the first DieHard Motorcycle Battery. Tough enough for select Harley-Davidson Motorcycles, the new 12 volt Motorcycle Battery featured a spill-proof, high-impact polystyrene black case and an ABS plastic top. It not only boasted more power, but greater cold cranking amps and reserve capacity than many original-equipment batteries.
Then the DieHard Incredicell System arrived. A powerful new automotive battery that virtually did everything except install itself, the Incredicell System featured up to 670 cold cranking amps, 130 minutes of reserve capacity as well as an exclusive underdash-mounted electronic monitor which kept the motorist abreast of the operating condition of both the battery and charging system. Used in most domestic and imported cars and trucks, the Incredicell System marked a new success for the DieHard brand.
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DieHard introduced five new maintenance-free "add-no-water" 12 volt batteries in 1976 for cars and trucks — eliminating the need for motorists to purchase a more costly premium battery.
In 1983, Sears introduced the first DieHard Motorcycle Battery, tough enough for select Harley-Davidson Motorcycles.
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DieHard Trackside Service extended itself to stock car racing — offering starting batteries, contingency awards and technical assistance to all 33 competitors on NASCAR®'s 1976 Grand National Winston Cup circuit.
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DieHard helped propel Cale Yarborough to victory in the 1983 NASCAR® Daytona 500.
1986-1995
In celebration of the 20th anniversary of the DieHard, Sears introduced the innovative XDH-1 Battery. The XDH-1 was a high-performance, experimental battery that DieHard especially made for electric vehicles. During a rigorous testing process, the XDH-1 successfully powered a two person electric car for nearly a hundred miles at an average speed of 45 mph. A revolutionary achievement, with the XDH-1 DieHard had made a serious contribution to the advancement of electric vehicle development.
The DieHard brand continued to lead the automotive battery category, constantly working to develop the most technologically advanced batteries available on the market. In 1989, the DieHard Gold Automotive Battery was introduced and immediately became Sears most powerful automotive battery. Featuring an electro-flo pump, the DieHard Gold Automotive Battery had more plates and plate surface than any other battery and remains at the top of the DieHard line today.
Throughout the 1990s, the DieHard brand expanded to include flashlights, flashlight batteries, rechargeable batteries, gel cell batteries, work boots and next-generation DieHard Marine Starting and Deep Cycle Batteries. DieHard also debuted the DieHard Gold HeatHandler Battery — the most dramatic improvement in automotive batteries in more than 20 years. Created specifically for southern climates, the DieHard Gold HeatHandler Battery used advanced technology to help solve heat-related damage, battery acid evaporation and plate deterioration commonly found in harsh, hot environments.
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In 1988, the DieHard Gold Automotive Battery was introduced and immediately became Sears most powerful automotive battery.
In 1991, DieHard batteries began to feature cases and lead plates made with 50 percent recycled product.
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Delivering on its traditional promise of "satisfaction guaranteed," in 1991 Sears announced a first of its kind, free one-year emergency jump-start service to motorists who purchased a DieHard Automotive Battery.
In 1994, DieHard set a new industry standard by offering a seven-year warranty and two-year free replacement on its best battery, the DieHard Gold HeatHandler.
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The DieHard battery sponsored the Richard Petty team car driven by Wally Dallenbach Jr. during the 1994 NASCAR® season.
In 1987, DieHard Won Advertising Age "Best of the Press" award for its popular Indy Helmet advertisement.
DieHard batteries kept robot Johnny Five recharged in the 1988 movie Short Circuit 2 and was also evident in Days of Thunder movie starring Tom Cruise in 1990.
1996-Today
In 1999, DieHard once again led the automotive battery category with the introduction of the DieHard Security Battery. Backed by intensive research and development, the DieHard Security Battery is the only automotive battery engineered to start your car and stop a thief.
Continuing DieHard's legacy of innovation, the DieHard Platinum Automotive Battery arrived in 2007. A premium-grade automotive battery, the high-end DieHard Platinum is designed for a longer life than traditional batteries, offers an increased level of safe operation, can withstand extreme heat and cold and offers proven vibration resistance in the consumer market.
Today, Sears continues to build DieHard automobile batteries with a variety of innovative features. These include batteries with reserve starting power, batteries with anti-theft features and batteries designed for specific geographical regions. In addition to its legendary performance as an automotive battery, DieHard is also recognized for its line of Lawn & Tractor, Marine & RV, PowerSport, and Tools & Home Batteries that include disposable household batteries to rechargeable batteries specifically designed for Craftsman C3 Tools.
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In 2005, DieHard Gold Automotive 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 automotive 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.
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More than 200 million DieHard automotive batteries have been sold since 1967.
In 2006, DieHard Auto, Marine & 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.
DieHard celebrated its 40th anniversary as a battery brand in 2007.
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Consumers consistently rate DieHard as "most trusted," "dependable," "performs in extreme conditions" by overwhelming margins, according to a 2009 Battery Brand Tracker Survey.
In 2007, DieHard teamed up with the Orange County Choppers of TLC's popular TV show, American Chopper, to design a custom bike that debuted at the International Motorcycle Show in Chicago, February, 2008.
In 2009, DieHard teamed up with Orange County Choppers once again to provide the power for the first Chopper built by OCC to be solely powered by batteries: The DieHard Platinum Automotive Battery. The same battery ranked #1 for three years running by a leading consumer publication.
