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06/01/2022

Advance Auto Parts Expands DieHard Brand

The retailer continues to move the venerable brand into categories beyond auto parts.
Greg Sleter
Associate Publisher/Executive Editor
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Advance Auto Parts customer
Jowan Harrington of Charlotte, NC, and his daughter, show off his new DieHard hand tools and other garage gear.

Advance Auto Parts is expanding its proprietary DieHard brand with the launch of a new line of hand tools that will be hitting its stores in time for Father’s Day.

According to the company, new DieHard hand tools are lab tested to exceed all industry standards for strength and durability, with all items sold with a lifetime warranty. DieHard tools offer new features including an anti-slip design on all combination wrenches, ergonomic handles on all drivers and professional-quality, 90-tooth sealed head ratchets.

“We saw an opportunity to speak to the evolving, modern DIYer who’s looking to not only explore and build their DIY skills, but also their DIY confidence,” said Jason McDonell, executive vice president of merchandising, marketing and eCommerce at Advance. “That’s why DieHard hand tools are built with innovation in mind, along with the reliability and durability DieHard is known for.”

Since acquiring the DieHard brand in 2019, Advance has continued to position the brand as driving the next generation of car care. This effort has included expanding the brand into tools and entering the electric vehicle conversation segment with the launch of the first-to-market 12-volt battery designed specifically for hybrid and electric vehicles – DieHard EV.

Ahead of Father’s Day, shoppers can take $20 off the DieHard 152-piece 1/4", 3/8", 1/2" Drive Ratchet Socket Set, for $129.99. The sale runs through June 22