Sears & DieHard Introduce Maintenance Plans

Sears Auto and DieHard, the retailer’s auto battery private brand, announced this past week the introduction of DieHard Edge Maintenance Plans and DieHard 360° – services designed to provide peace of mind and protect drivers’ investments in their vehicles. The move leverages and extends the private brand to a service oriented adjacent category.

“Your vehicle is one of the largest investments you’ll make, second only to buying a home,” said Brian Kaner, president of Sears Auto. “That’s why it’s so important to take care of it through regular maintenance. Earlier this year, we introduced the first-ever DieHard tires. Now we’re expanding our product offering with the Diehard services: DieHard Edge Maintenance Plans and DieHard 360º. The DieHard Edge Maintenance Plans are designed to help our customers keep their vehicles running longer by providing pre-paid, flexible plans at an affordable price. The DieHard 360° vehicle assessment enables you to sell or buy a used vehicle in a safe meeting place and receive an unbiased, third-party evaluation. With DieHard 360°, we’ve established a partnership with both CARFAX and SiriusXM, so our customers will receive a full report and a two-month SiriusXM subscription which provide added value, security and entertainment.”

DieHard Edge Maintenance Plan – Provides 36 months or 45,000 miles, (whichever comes first) of covered maintenance locked in at today’s discounted prices (savings range from 25% to 40% off regular retail prices**), DieHard Edge is available in three flexible plans:

Basic – Includes:

  • Conventional Oil Change Plan $299.99 (Synthetic Oil Change Plan $599.99)
  • Tire rotations
  • Cabin and engine air filter replacement
  • Performance snapshot featuring a computerized diagnostic check and comprehensive visual inspection of key vehicle components
  • Brake evaluation

Premium – Conventional Oil Change Plan $699.99 (Synthetic Oil Change Plan $999.99). Includes all Basic Plan service, plus:

  • Battery replacement
  • Steering and suspension evaluation
  • Alignment
  • Brakes (pads, shoes and labor)

Elite –  Conventional Oil Change Plan – $1099.99 (Synthetic Oil Change Plan $1,399.99). Includes all Basic and Premium Plan services, plus:

  • Tire replacement, installation

Plans subject to applicable tax.

All maintenance is performed by professional, certified technicians. Maintenance plans are offered for 25% to 40% off** our regular retail price.

  • Road Hazard Protection – Entitles the purchaser to repair or for replacement of a covered tire that becomes unserviceable due to road hazards such as nails, potholes, etc.  Sears Road Hazard Plus is separate coverage issued by Sears when a tire is replaced under the DieHard Edge Elite Plan.  See Sears’ associate for details.

DieHard 360º Vehicle Assessment
“Whether you’re selling or buying a used vehicle, the Diehard 360º Vehicle Assessment is a 120-point vehicle inspection available exclusively at Sears Auto Center, that provides confidence,” Kaner said. “If you’re selling a vehicle, DieHard 360º provides a third-party assessment of your vehicle that can help with the resale value. If you’re buying a vehicle, it provides a safe meeting place and an unbiased assessment of your vehicle’s true condition. And if you’re maintaining an existing vehicle, it helps eliminate the surprise and sting of unplanned services and expenses down the road.”

The DieHard 360º Vehicle Assessment, regular price $99.99 is available at an introductory price of $49.99 and Includes:

  • Performance snapshot with computerized diagnostics check and comprehensive visual inspection
  • DieHard service electrical system check
  • Brake evaluation
  • Steering and suspension evaluation
  • Tire rotation
  • Air conditioning system check
  • Exhaust evaluation
  • CARFAX Vehicle History Report
  • Two-month SiriusXM subscription (on eligible vehicles)
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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.