DieHard

DieHard

DieHard is a premium brand of automotive battery marketed by Sears Holdings Corporation.

The brand dates to the 1960s. In its earliest years, the brand was guaranteed to last "forever", that is, as long as the original owner still owned the car in which it was originally installed, far more generous than traditional "pro rata" battery warranties. When drivers began to keep automobiles for longer periods than had been traditional previously (due to both their rising cost and hence longer financing contracts, and their improved durability), the cost of this policy became prohibitive and it was discontinued. However the brand line was kept and expanded; it now includes medium-priced, medium-duty batteries as well as the premium-priced, heavy duty line with which it was begun, and in recent years has been expanded to include other non-automotive batteries as well. It is used on batteries for motorcycles, boats, golf carts, garden tractors, and snowmobiles.

The DieHard brand is also used on battery chargers, booster cables, power inverters, alkaline batteries, work boots, and more recently the batteries for Craftsman power tools.


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  • diehard — die hard (d[imac] h[aum]rd ), a. stubbornly and vigorously resisting in the face of seemingly hopeless odds; as, diehard opposition. Syn: never say die. [PJC] …   The Collaborative International Dictionary of English

  • diehard — also die hard, 1844 (n.), in reference to the 57th Regiment of Foot in the British Army; as an adjective, attested from 1871; from DIE (Cf. die) (v.) + HARD (Cf. hard). As a brand name of an automobile battery, DieHard, introduced by Sears in… …   Etymology dictionary

  • diehard — die hard (d[imac] h[aum]rd ), n. 1. one who stubbornly adheres to traditional and outdated views. Syn: traditionalist. [WordNet 1.5] 2. one who vigorously defends an apparently hopeless position, a lost cause, etc. [PJC] …   The Collaborative International Dictionary of English

  • diehard — index malcontent Burton s Legal Thesaurus. William C. Burton. 2006 …   Law dictionary

  • diehard — [n] overenthusiastic person bitter ender*, Bourbon*, dyed in the wool*, extremist, fanatic, fogy, fundamentalist, intransigent, mossback*, old liner*, praetorian, pullback*, reactionary, right, rightist, right winger, standpat, standpatter, stick …   New thesaurus

  • diehard — ► NOUN ▪ a person who supports something uncompromisingly …   English terms dictionary

  • diehard — I UK [ˈdaɪˌhɑː(r)d] / US [ˈdaɪˌhɑrd] noun [countable] Word forms diehard : singular diehard plural diehards someone who refuses to accept change or new ideas II UK [ˈdaɪˌhɑː(r)d] / US [ˈdaɪˌhɑrd] adjective [only before noun] loyal to particular… …   English dictionary

  • diehard — die|hard [ˈdaıha:d US ha:rd] n someone who opposes change and refuses to accept new ideas >diehard adj ▪ a few diehard fans →old habits die hard at ↑die1 (9) …   Dictionary of contemporary English

  • diehard — die|hard1 [ daı,hard ] noun count someone who refuses to accept change or new ideas diehard die|hard 2 [ daı,hard ] adjective only before noun loyal to particular ideas or beliefs and refusing to change: He ll only get the votes of diehard… …   Usage of the words and phrases in modern English

  • diehard — [[t]da͟ɪhɑː(r)d[/t]] diehards also die hard N COUNT: oft N n A diehard is someone who is very strongly opposed to change and new ideas, or who is a very strong supporter of a person or idea. The president hopes the diehards will resign over the… …   English dictionary

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