Bridgestone-Owned Stores to Install DieHard Batteries

Sept. 15, 2021

The 2,200-plus Bridgestone Retail Operations (BSRO) stores have begun stocking DieHard batteries from Advance Auto Parts Inc.

Advance bought the DieHard brand, once the staple of Sears' automotive business, in December 2019 for $200 million.

Bridgestone's Firestone Complete Auto Care, Tires Plus, Hibdon Tires Plus, and Wheel Works stores will carry and install the DieHard range of silver, gold, platinum and platinum AGM batteries. The systemwide stocking rollout was completed in July, Advance says.

“Thousands of motorists trust their vehicles to Bridgestone technicians each day,” says Bob Cushing, Advance’s executive vice president, professional. “We’re proud that Bridgestone has entrusted Advance with its battery business through our iconic DieHard brand. On behalf of everyone at Advance, we look forward to partnering with Bridgestone and providing customers and their vehicles with the power, reliability and durability of DieHard batteries.”

The companies have entered into a multi-year agreement.

“We are proud to add the DieHard battery brand to the complete portfolio of best-in-class tire and automotive service products offered across our retail store network,” says Marko Ibrahim, president of BSRO. “Our customers trust us to help them get the most life out of their vehicle and this partnership with Advance further strengthens our ability to meet our customers’ needs with a brand we trust.”

In February Advance said DieHard batteries would also be available to independent automotive repair facilities.