How do you celebrate the 50th anniversary of the iconic DieHard brand? One way is by testing a new auto center format to meet the ever-changing needs of today’s drivers.
On Feb. 17, Sears celebrated the grand opening of the first DieHard Auto Center Driven by Sears in San Antonio, Texas. The new format provides auto center customers with a contemporary and comfortable setting where they can be productive and even entertained while their vehicle is serviced. Now that’s something you don’t necessarily expect when you think of “auto repair.”
“The new DieHard Auto Center Driven by Sears is another example of how we’re unleashing the power of the DieHard brand,” said Brian Kaner, president of Sears Automotive. “It offers state-of-the-art technology and services that, combined with our experienced associates, can help today’s drivers make the right choices for their vehicle’s needs. This format offers the full line of services you’d expect from Sears, including tires, oil and fluid changes, brake repair and diagnostics. Everything except alignments,” Kaner added.
The new format also leverages interactive in-store merchandise displays and advanced diagnostic technology. Its suite of services and amenities include:
- DieHard 360° Vehicle Assessment
- DieHard Edge Maintenance Plans
- Digital Tire Journey
- Free Wi-Fi: Enabling customers to be productive or entertained while their vehicle is serviced.
“DieHard is America’s most trusted automotive battery brand,” said Tom Park, president of Kenmore, Craftsman and DieHard brands. “In 2016, we introduced DieHard tires, which have been well-received by our customers, as we have continued to see positive, strong sales since their introduction. As we have also expanded the brand into automotive consumer electronics accessories, it’s a natural evolution to extend the brand to automotive service. Now, when you bring your vehicle to a DieHard Auto Center, you can have the same peace of mind you expect from DieHard products.”
Located at 8551 Wurzbach Road in San Antonio, the new DieHard Auto Center Driven by Sears is open Monday through Saturday, from 8 a.m.– 7 p.m. and Sunday from 10 a.m.– 5 p.m. For more information about the new San Antonio DieHard Auto Center Driven by Sears, visit Searsauto.com/diehardauto.
