Advance launches DieHard battery restocking program

RALEIGH, N.C. — Advance Auto Parts Inc. has launched a DieHard-brand battery stocking program, providing the opportunity for repair shops to stock, sell and install DieHard batteries in the U.S., Canada and Puerto Rico.

Advance said participating shops can become a DieHard dealer through the restocking program, which includes customer-specific inventory assortments, on-demand delivery and customized schedule restocking services.

Those in the program may access DieHard's warranty program, DieHard Assurance, which offers consumers free battery replacement and roadside assistance on any DieHard battery installed by a professional repair shop.

Bob Cushing, executive vice president, professional at Advance, said the program is an "opportunity for repair shops to stock the most recognizable and trusted battery in the industry. This program will enable repair shops to serve their customers more quickly while also offering an industry-leading battery product."

Advance also is offering a consignment option to qualified shops. All participating shops will receive a battery rack and their first order of batteries with no initial investment. In addition, Advance will handle battery inventory and replenishment.

Dealers should contact the local Advance Auto Parts or Carquest location to check on their ability to participate in the program.

Advance Auto Parts and Carquest own and sell DieHard batteries, which are available at participating professional repair shops.

Advance acquired the rights to the DieHard brand in December 2019 for car batteries and other automotive and vehicular categories from Transform Holdco L.L.C., a holding formed in 2018 to acquire a bundle of Sears assets in the wake of Sears' bankruptcy filing.

Sears launched the DieHard brand in 1967 with the introduction of the DieHard car battery line, which featured a thin-walled, translucent plastic case 50% thinner than conventional black, rubber-type battery enclosures.