Six months after the first DieHard Auto Center opened in Texas, Sears Holding Corp. has opened two more DieHard stores in the Detroit area.

Sears has renovated two of its former Sears Auto Centers into its new brand for service, DieHard Auto Center stores in the Detroit area.

Sears has renovated two of its former Sears Auto Centers into its new brand for service, DieHard Auto Center stores in the Detroit area.

Former Sears Auto Centers locations in malls in Troy and Roseville have been converted into DieHard Auto Centers. The renovated stores opened Aug. 18, 2017.

Both locations are 17,000 square feet and include Sears' "Digital Tire Journey" app, which helps customers find the right tires to fit their driving preferences. Customers can also use digital touchscreens in the store to use the service.

DieHard Auto Center stores focus on tire sales as well as automotive services, such as oil changes and alignments.

DieHard Auto Center stores focus on tire sales as well as automotive services, such as oil changes and alignments.

"The new DieHard Auto Center Driven by Sears is another example of how we are unleashing the power of the DieHard brand," says Jon Otterberg, president of Sears Automotive. “This builds on the success of the DieHard Auto Center that we opened in San Antonio in February. It offers state-of-the-art technology and services in a contemporary, comfortable setting, that, combined with service from our experienced associates, can help today's drivers make the right choices for their vehicle's needs."

Sears Auto Center President and CFO Jon Otterberg (center) cut the ribbon on the newest DieHard Auto Center stores Aug. 18 in the Detroit area. From left to right he's with Patricia Langmaack, project manager; David Junior, manager of the Troy store; Philip Philip, general manager of the DieHard brand; Andrew Milius, district service manager; and Marie Lafkiotes, chief marketing officer and senior director of strategy.

Sears Auto Center President and CFO Jon Otterberg (center) cut the ribbon on the newest DieHard Auto Center stores Aug. 18 in the Detroit area. From left to right he's with Patricia Langmaack, project manager; David Junior, manager of the Troy store; Philip Philip, general manager of the DieHard brand; Andrew Milius, district service manager; and Marie Lafkiotes, chief marketing officer and senior director of strategy.

The DieHard brand is celebrating its 50th anniversary in 2017, and in 2016 the company introduced its first line of DieHard tires.

Tom Park, president of Sears' most iconic brands — Kenmore, Craftsman and DieHard, says, "In 2016, we introduced DieHard tires, which have been well-received by our customers, and we have continued to see positive, strong sales since their introduction. As we have also expanded the brand into automotive consumer electronics accessories, it is 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."

All DieHard Auto Center stores feature the company's Digital Tire Journey app, as well as free WiFi.

All DieHard Auto Center stores feature the company's Digital Tire Journey app, as well as free WiFi.

For more information about DieHard Auto Centers, visit www.www.searsauto.com/stores/diehard.

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