Advance Auto Parts Powers Next Chapter of DieHard Brand Innovation from Within
01 Juni 2022 - 2:00PM
Business Wire
Aftermarket retailer targets new generation of
DIYer, surprises modern dads with all-new line of DieHard hand
tools ahead of Father’s Day
Advance Auto Parts (NYSE: AAP), a leading automotive aftermarket
parts provider, today launched a new line of DieHard®
hand tools made to deliver reliability and confidence that’s ideal
for all DIYers, including the new, younger generation of auto
enthusiasts. The hand tools also represent the next wave of DieHard
brand innovation.
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Ahead of Father’s Day, Advance Auto Parts
and DieHard surprised dads across Charlotte, N.C., including Jowan
Harrington and his daughter, by dishing out new sets of DieHard
hand tools and other garage gear. (Photo: Business Wire)
“We saw an opportunity to speak to the evolving, modern DIYer
who’s looking to not only explore and build their DIY skills, but
also their DIY confidence,” said Jason McDonell, executive vice
president of merchandising, marketing and eCommerce at Advance.
“That’s why DieHard hand tools are built with innovation in mind,
along with the reliability and durability DieHard is known
for.”
A new, younger generation of auto enthusiasts with different
levels of DIY confidence, ambitions and passions has emerged
alongside an increase in vehicle demand and retention. In fact, the
auto care category is expected to grow by 4.7 percent between now
and 20271. The DieHard hand tools were specifically made to deliver
the reliability and confidence these new, modern DIYers need.
“This generation builds their toolbox over time, on a
project-by-project basis that creates memory after memory,” said
McDonell. “We wanted to develop tools that power their full
potential – from the screwdriver that helped replace a taillight to
learning why a ratchet is every auto DIYers best friend.”
Hitting shelves and online just in time for Father’s Day, new
DieHard hand tools are lab tested to exceed all industry testing
standards for strength and durability, with all hand tools coming
with a lifetime warranty. DieHard tools were designed with new
features, including an anti-slip design on all combination
wrenches, ergonomic handles on all drivers and
professional-quality, 90-tooth sealed head ratchets that will last
a lifetime.
Since acquiring the DieHard brand in 2019, Advance Auto Parts
has continued to position the brand as driving the next generation
of car care. From bringing the legacy of more than 50 years of
America’s most trusted DieHard batteries to a new category – tools,
to just last week entering the electric vehicle conversation with
the launch of the first-to-market 12-volt battery designed
specifically for hybrid and electric vehicles – DieHard EV.
Advance Auto Parts also began rolling out DieHard power tools,
jacks and lifts online and in store late last year. In honor of
Father’s Day, shoppers can take $20 off the DieHard 152-piece 1/4",
3/8", 1/2" Drive Ratchet Socket Set, snagging the gift for an
affordable $129.99 from May 26 to June 22.
To further celebrate the confidence new DieHard hand tools
empower, this Father’s Day, Advance identified and surprised two
modern DIY dads during their first foray into DIY with their own
personal hype man, Jake Fehling – the “DieHard Hype Man in a Van.”
With the help of Advance, Fehling charged into each DIY moment in a
DieHard-branded van to encourage those selected and power future
projects with a lifetime supply of DieHard hand tools. The
retailer’s “DieHard Hype Man in a Van” also visited a local Advance
Auto Parts in Charlotte, N.C., to surprise and delight dads “in the
wild” with their own new set of DieHard hand tools. View the
DieHard “Hype Man” video here.
Visit advanceautoparts.com to learn more about all-new DieHard
hand tools and gift guide inspiration for this Father’s Day and
beyond. Check out how Advance is powering dad’s full potential with
DieHard hand tools this season on Instagram @jakefehling, TikTok
@jakefehling and Facebook @Jake Fehling or share your latest DIY
accomplishment @advanceautoparts.
1 Reportlinker
About Advance Auto Parts
Advance Auto Parts, Inc. is a leading automotive aftermarket
parts provider that serves both professional installer and
do-it-yourself customers. As of April 23, 2022, Advance operated
4,687 stores and 311 Worldpac branches primarily within the United
States, with additional locations in Canada, Puerto Rico and the
U.S. Virgin Islands. The company also served 1,318 independently
owned Carquest branded stores across these locations in addition to
Mexico and various Caribbean islands. Additional information about
Advance, including employment opportunities, customer services, and
online shopping for parts, accessories and other offerings can be
found at www.AdvanceAutoParts.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20220601005472/en/
Advance Auto Parts: Investor Relations: Elisabeth
Eisleben T: (919) 227-5466 E: invrelations@advanceautoparts.com
Media Relations: Darryl Carr T: (984) 389-7207 E:
darryl.carr@advance-auto.com
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