DieHard (brand)

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DieHard is an American brand of automotive batteries and other auto parts owned by Advance Auto Parts that is sold at Advance and Carquest stores. Other DieHard-branded merchandise such as tools and boots are sold at these stores and/or other stores such as Sears and Kmart. 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, who continued to manufacture the DieHard for Sears. In 2019, Johnson Controls spun off its battery division into Clarios, LLC, which manufactures the DieHard brand, along with Duralast, Varta, and ACDelco, as well as 20 other brands, and sold Clarios to Brookfield Business Partners. 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...

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