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DieHard, the Sears brand famous for its car batteries, is set to be sold to Advance Auto Parts in a $200 million deal that’s expected to close today.
Calling DieHard an “iconic American brand” with the “highest brand awareness and regard of any automotive battery brand in North America,” Advance Auto Parts president and CEO Tom Greco said in a statement that “DieHard will help differentiate Advance, drive increased DIY customer traffic, and build a unique value proposition for our professional customers and independent car quest partners.”
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