NEW YORK—Sears Holdings Corp. is planning to launch a line of DieHard-brand tires this summer to take advantage of the inherent consumer brand recognition of the DieHard name.
Sears will roll out the DieHard Silver Touring A/S starting in August at its 650 automotive service centers. Sears reportedly plans to expand the line to include sizes and tread patterns for SUVs and light trucks.
The DieHard brand name launched in 1967 as a battery brand; today it's used in a wider array of automotive products, such as jumper cables and work boots.
The Silver Touring A/S—produced by Kumho Tire Co. Inc. in South Korea—features an “advanced carbon” tread compound for enhanced wet and dry grip; nylon belt-edge layers for durability and stability; and a symmetric tread pattern for all-weather performance.
Sears is backing the line with a 70,000-mile limited treadwear warranty.
According to Tom Park, president of the DieHard, Kenmore and Craftsman brands, the company surveyed 500 people last year and asked them to rank the top 15 tire brands. The DieHard name was included to judge its name recognition. It finished third.
“We have millions of customers who are already familiar with the DieHard name,” Mr. Park told the Wall Street Journal. “We are banking on that brand equity.”
The T-rated Silver Touring A/S launches in 26 sizes, ranging from P175R13 to P235/65R18.
Sears is targeting owners of mid-range sedans and minivans, such as the Acura 3.2 TL and Integra; Dodge Caravan; Ford Windstar; Honda Accord and Civic; Lincoln Town Car; Mazda 6; Nissan Sentra; Toyota Camry and Corolla.
Prices reportedly will range between $63 and $149.
Sears last launched a new range of tires four years ago when it relaunched the RoadHandler after a 12-year hiatus. For that launch, Sears paired with Hankook Tire Co. Ltd. and brands the line with the “by Hankook” identifier.