What DieHard does

DieHard is an American automotive battery brand founded in 1967 by Sears and acquired by Advance Auto Parts, Inc. on December 23, 2019. The brand is a registered trademark of Advance Stores Company, Incorporated and is headquartered in Hoffman Estates, Illinois. DieHard's core business is the design, marketing, and sale of automotive batteries across five price tiers — Platinum AGM (premium AGM technology), Platinum (flooded), Gold (stamped grid), Silver, and Red — with warranty terms ranging from 1 to 4 years of free replacement. Underlying battery technology includes Absorbed Glass Mat (AGM) construction, stamped grid technology providing nearly 3x corrosion resistance and 60% more electrical flow versus conventional grids, climate-specific variants such as HeatHandler for hot climates, and the legacy Incredicell System. In February 2022, DieHard AGM became the first automotive battery validated by UL to contain a minimum of 94% recycled materials.

DieHard serves individual vehicle owners, DIY automotive consumers, professional installers, motorsports applications (NASCAR, NHRA Trackside Service), and adjacent segments including power sports, marine, small engine, and heavy-duty farm and truck use. The brand has expanded well beyond replacement batteries into a multi-category portfolio of tools (power tools, hand tools, jacks/lifts/creepers, tool storage), accessories (wiper blades, floor mats, work boots, wet/dry vacs), battery accessories (jump starters, chargers, inverters), consumer batteries and flashlights (via Dorcy International), and emerging categories including EV chargers and portable power stations.

The business model is hardware sales through a multi-channel retail network anchored by Advance Auto Parts' and Carquest's 5,000+ combined US stores, plus Sears Auto Centers, Sears Hometown, select Kmart locations, professional auto repair shops, the shop.advanceautoparts.com e-commerce site, and Amazon marketplace listings. Pricing is one-time purchase per battery with no subscription or recurring model. Customer acquisition is supported by motorsports sponsorships (NASCAR, NHRA), legacy content marketing (the DieHard Legacy section celebrating 50+ years of innovation), social media presence across Facebook, Twitter, Instagram, and YouTube, and educational Battery 101/How-To content hosted on Advance Auto Parts' domain. DieHard operates as a brand and marketing organization within the larger Advance Auto Parts corporate structure rather than as an independent company, with reported headcount of 11–50 employees.

Name

DieHard

Legal name

Advance Stores Company, Incorporated

Website

https://diehard.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Short description

DieHard is a 50+ year American automotive battery brand owned by Advance Auto Parts, selling five battery tiers plus specialty, tool, and accessory products through 5,000+ US retail stores and e-commerce to consumers and professional installers.

Ownership category

akta.pro rank

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D, Others

Revenue model

1. Automotive Battery Sales: Primary revenue stream from selling automotive batteries across multiple tiers (Platinum AGM, Platinum, Gold, Silver, Red) through retail and e-commerce channels.
2. Specialty Batteries: Revenue from power sports, marine, small engine, and heavy duty farm & truck batteries.
3. Tools and Accessories: Revenue from hand tools, power tools, jacks/lifts/creepers, tool storage, battery chargers, jump starters, inverters, wiper blades, floor mats, and batteries/flashlights.
4. EV Chargers (Upcoming): Upcoming commercial and residential EV chargers product line.
5. Portable Power Stations (Upcoming): Portable power solutions for outdoor adventures, emergency power, and modern needs.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels6 records

Core offering

DieHard is a battery and automotive products brand that primarily designs, manufactures, and sells automotive batteries across five tiers (Platinum AGM, Platinum, Gold, Silver, and Red) along with specialty batteries for power sports, marine, small engine, and heavy-duty farm/truck applications. The brand also sells battery accessories (jump starters, chargers, inverters), tools (hand tools, power tools, jacks, tool storage), wiper blades, floor mats, alkaline batteries, flashlights, and is expanding into EV chargers and portable power stations, distributed through Advance Auto Parts, Carquest, Sears, Amazon, and professional shops.

Product overview

DieHard is a multi-category consumer and automotive products brand, primarily known for automotive batteries. The core product portfolio consists of five tiers of automotive batteries: Platinum AGM (premium AGM technology with 4-year warranty), Platinum (flooded with enhanced reliability and 30% longer lifespan), Gold (stamped grid technology with 3-year warranty), Silver (good reliability with 2-year warranty), and Red (affordable reliability with 1-year warranty). The brand has expanded into specialty batteries (Power Sports & Marine, Small Engine, Heavy Duty Farm & Truck), automotive accessories (wiper blades, floor mats), tools (hand tools, power tools, jacks/lifts/creepers, tool storage), consumer batteries and flashlights, battery accessories (jump starters, chargers, inverters), and emerging categories (EV chargers, portable power stations). The products are sold through Advance Auto Parts, Carquest Auto Parts, Sears Auto Centers, and online. DieHard is owned by Advance Auto Parts after acquiring the brand in December 2019.

Differentiator

Problem solved

Functional benefit

Brands

• DieHard Platinum AGM: Premium AGM battery with 4-year free replacement, built to meet and exceed vehicle starting and reserve capacity power requirements.
• DieHard Platinum
• DieHard Gold
• DieHard Silver
• DieHard Red

Products and services

• DieHard Automotive Batteries (Platinum AGM, Platinum, Gold, Silver, Red) Tiered family of automotive starting batteries covering every consumer price point: Platinum AGM (premium AGM with 4-year free replacement, UL-validated 94% recycled materials), Platinum (flooded with 30% longer lifespan than standard flooded), Gold (stamped grid technology, 3-year warranty), Silver (reliable starting, 2-year warranty), and Red (affordable, 1-year warranty). For individual U.S. vehicle owners.
• DieHard Power Sports & Marine Batteries Specialty batteries for motorcycles, ATVs, snowmobiles, and boats. The motorcycle line features a spill-proof, high-impact polystyrene black case and 12-volt power. For recreational vehicle owners needing dependable starting power in outdoor and marine environments.
• DieHard Small Engine Batteries Batteries for golf carts and lawn & garden small-engine machines.
• DieHard Heavy Duty Farm & Truck Batteries Heavy-duty batteries for commercial trucks and agricultural/farm equipment requiring high-output, durable power.
• DieHard Jump Starters (including Li-Ion Jump Starter) Portable power devices, including the Li-Ion Jump Starter, for emergency jump-starting vehicles. For individual consumers needing roadside or emergency vehicle starting.
• DieHard Battery Chargers (including Smart Charger/Maintainer) Wheeled, shelf, and portable battery chargers and engine starters, including the Smart Charger/Maintainer, to prevent dead batteries. For individual consumers maintaining vehicles and equipment.
• DieHard Inverters Devices that simultaneously charge AC and USB devices and help power household items from a car. For individual consumers needing mobile power.
• DieHard Wiper Blades (Beam, Rear, Conventional) All-weather wiper blades including Beam, Rear, and Conventional variants. Snap-to-fit, heavy-duty steel and all-natural rubber construction for clear visibility. For U.S. vehicle owners replacing wipers.
• DieHard Floor Mats (3-Piece and 4-Piece Sets) Customizable, durable, all-weather floor mat sets (3-piece and 4-piece) that protect floorboard carpet from rain, snow, mud, sand, and dirt. For U.S. car, truck, and SUV owners.
• DieHard Hand Tools Hand tools including wrenches, ratchets, and more with reliable ergonomic designs and durable S2 steel components. For DIY consumers and professional mechanics.
• DieHard Power Tools Power tools with durable components, powerful performance, and reliable batteries. For DIY consumers and professional mechanics.
• DieHard Jacks, Lifts & Creepers Shop equipment with durable steel and reliable components designed to make time in the garage easier. For DIY consumers and professional mechanics.
• DieHard Tool Storage Storage solutions durable enough to be called DieHard. For DIY consumers and professional mechanics.
• DieHard Silver Touring Tires Tires providing durability and handling for a comfortable ride worthy of the DieHard name. For passenger vehicles.
• DieHard Alkaline Batteries Alkaline battery power providing superior performance across all cell types, including AA, AAA, C, D, and 9V. For individual consumer household use.
• DieHard Flashlights Durable flashlights designed to be impact and water resistant, with multiple brightness levels and longer-distance reach. For individual consumer household, automotive, and outdoor use.
• DieHard EV Chargers Upcoming EV charging solutions for both commercial and residential use. For U.S. EV owners and commercial charging operators.
• DieHard Portable Power Stations Upcoming portable power solutions for outdoor adventures, emergency power, and other modern needs. For U.S. consumers needing mobile/off-grid power.
• DieHard Work Boots / Footwear DieHard-branded work boots and footwear. For individual consumers needing durable footwear for work and outdoor use.

Quantifiable outcome

• 35% more usable starting power than other similar batteries (1967)
• +5 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered minor.

• Orange County ChoppersminorStrategic or Co-development Partner · 1 January 2007DieHard teamed up with Orange County Choppers (of TLC's American Chopper TV show) to design a custom bike debuted at the International Motorcycle Show in Chicago in February 2008. Collaborated again in 2009 for an OCC chopper for Siemens powered solely by DieHard Platinum Automotive Battery.
• Dorcy InternationalminorChannel Partner/ Reseller/ DistributorDorcy International manufactures and sells DieHard alkaline batteries and flashlights through their distribution network.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/DieHardbattery
• YouTubeyoutube.com/user/DIEHARD
• Facebookfacebook.com/DieHard
• Instagraminstagram.com/diehardauto
• LinkedInlinkedin.com/company/diehard-engineering-inc

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DieHard