Advance Auto Parts Powers Next Chapter of DieHard Brand Innovation from Within

Rhea-AI Summary

Advance Auto Parts has launched a new line of DieHard hand tools aimed at a younger generation of DIYers, coinciding with Father’s Day. The tools feature innovative designs including anti-slip combinations and ergonomic handles, and all come with a lifetime warranty. The DIY market is projected to grow by 4.7% annually, and Advance aims to enhance DIY confidence among consumers. The company continues to expand the DieHard brand since its acquisition in 2019, recently entering the electric vehicle segment with a new battery for hybrids.

Positive

• Launch of new DieHard hand tools targeting a younger demographic.
• Tools are designed with innovative features and come with a lifetime warranty.
• Opportunity in a growing DIY market projected to expand by 4.7% by 2027.
• Continued expansion and innovation under the DieHard brand since 2019.

Negative

• None.

Aftermarket retailer targets new generation of DIYer, surprises modern dads with all-new line of DieHard hand tools ahead of Father’s Day

RALEIGH, N.C.--(BUSINESS WIRE)-- 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.

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.

View source 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

Source: Advance Auto Parts, Inc.

FAQ

What new products has Advance Auto Parts launched?

Advance Auto Parts has launched a new line of DieHard hand tools.

What is the target market for the new DieHard hand tools?

The new DieHard hand tools target a younger generation of DIY enthusiasts.

What features do the new DieHard hand tools offer?

The tools feature anti-slip designs, ergonomic handles, and come with a lifetime warranty.

When were the new DieHard hand tools released?

The new DieHard hand tools were released ahead of Father’s Day.

What market growth is projected for DIY products?

The DIY market is expected to grow by 4.7% annually until 2027.