More Facts and Figures on the New Sears DieHard All-Season Tire

Bob Ulrich
Posted on June 16, 2016

To increase its sagging but still signifcant tire sales, Sears Holdings Corp. is trying to leverage its DieHard brand name.

DieHard refers to premium batteries sold at Sears Auto Centers. Sears executives call the 49-year-old brand "iconic," and it is. Merriam-Webster Online Dictionary defines iconic as "widely recognized and well-established." DieHard fits that bill.

Diehard is a mid-tier, mid-price point brand, placing it between Guardsman and Roadhandler, says Brian Kaner.
Diehard is a mid-tier, mid-price point brand, placing it between Guardsman and Roadhandler, says Brian Kaner.

So introducing a DieHard tire line is an aggressive move that makes sense. "When you think about auto batteries, you think about DieHard, and now not only can DieHard power your vehicle, it can also... cover the journey when the rubber meets the road," says Brian Kaner, president of Sears Auto Centers. "So adding the trusted DieHard brand to our tire lineup is just one more way we are listening to our customers and building lasting relationships so they can focus on running their lives and not worry about their vehicles."

Nearly 600 consumers were surveyed about tire brand preferences. They were given a list of 10 known brand names, and Kaner said DieHard finished in the top five. 

The result is the DieHard Silver Touring A/S, which will be available in 36 sizes in August. The tire will be sold only through the 650 Sears Auto Centers.

To find out more about the tire's features -- including a 70,000-mile limited tread wear warranty -- and sizes, visit "Sears Introduces Tire Brand: DieHard Silver Touring A/S."

Here are additional facts I have found out about the DieHard tire brand since it was introduced on Tuesday (June 14).

* It is being manufactured by Kumho Tire Co. Inc. in South Korea.

* It will be priced higher than the Guardsman brand but lower than the Roadhandler brand. "The DieHard fits nicely between the Guardsman and the Roadhandler brands for us and fills the gap on the private label side that we think is really important for our customers," says Kaner.

* It is the fourth tire in the company's private brand offerings. Patriot (not owned by Sears) is the low-priced tire, followed by Guardsman, DieHard and the co-branded (with Hankook) Roadhandler. (Kaner considers Roadhandler a Tier 2 brand "sitting right below the Michelin and Goodyear brands.”)

* The suggested retail tire price of the tire is $63 to $149. Sizes range from 13 inches (one size -- P175/70TR13) to 18 inches (one size -- P235/65TR18).

* Sears is looking at adding DieHard tires to the light truck, ultra-high performance and high performance segments within the next 12 to 18 months.

* DieHard tires will be backed by a digital advertising campaign. Radio also will be a primary channel for advertising the DieHard brand.

Sears offers 15 tire brands, including Michelin, BFGoodrich, Cooper, Goodyear, Uniroyal, Continental and General, "and we can special order any tire," says Kaner.

At one time, Sears sold close to 20 million tires a year. That total dropped to 3.1 million last year, according to Modern Tire Dealer statistics.

Will the DieHard brand be accepted by consumers looking for tires? Kaner is counting on it. 

"We’re just very excited that the brand has long stood for being there when you need it, and is now going to be available in a tire line as well."

Related Topics: Brian Kaner, DieHard Silver Touring, private brand tires, Sears Auto Centers, tire pricing

Bob Ulrich Editor
Comments ( 11 )
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  • Martin Biggers

     | about 7 months ago

    One of the reviewers says he has had his Die Hard tires for a year. These tires has only been on the market for a few months and the idea of inventing these tires was only thought of about six months before coming on the market. Read the reasons and other reports as to why Sears had these tires made in South Korea. These tires came on the market in August of 2017.

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