Hoffman Estates, Ill based retailer Sears has decided to extend it’s traditionally battery centered private brand DieHard to car tires. The move is the first significant expansion of the brand in more than a decade. DieHard Silver Touring All-Season tires will be sold at the retailer’s 650 automotive service centers starting late next month.
According to the Wall Street Journal, Tom Park, president of the DieHard, Kenmore and Craftsman brands, said the company surveyed 500 people late last year asking them to rank the top 15 tire brands. The DieHard name was thrown in to see how it would fare. It finished third, he said.
“We have millions of customers who are already familiar with the DieHard name,” Mr. Park said. “We are banking on that brand equity.”
The DieHard tires will be positioned within the Private Brand Portfolio as a mid tier product