Advance Auto Parts Unveils the Next Chapter of DieHard Brand Innovation

Advance Auto Parts Unveils Next Chapter for the DieHard Brand

Ahead of Father’s Day, Advance surprised dads, including Jowan Harrington and his daughter, with new DieHard hand tools.

Advance Auto Parts 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.

“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 2027, according to research from Reportlinker

The DieHard hand tools were specifically made to deliver the reliability and confidence these new, modern DIYers need, says Advance. “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. The company says the 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 accomplishme

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

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

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.

Advance Auto Parts 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.

“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 2027, according to research from Reportlinker

The DieHard hand tools were specifically made to deliver the reliability and confidence these new, modern DIYers need, says Advance. “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. The company says the 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.

nt @advanceautoparts.

You May Also Like

HDA’s Colorado Brake & Supply Announces Acquisition

The HDA Truck Pride member has acquired Pueblo Brake & Clutch, Inc.

HDA's Colorado Brake & Supply Announces Acquisition

HDA Truck Pride member, Colorado Brake & Supply, heavy-duty parts and service provider headquartered in Commerce City, CO, announced the successful acquisition of Pueblo Brake & Clutch, Inc., another provider in the heavy-duty truck parts and repair industry in Colorado, with 59 years of dedicated service to the Pueblo community.

The Impact of Trade and Tariffs on the Aftermarket

While there are numerous components that make up “landed costs,” duties, taxes and tariffs are a huge factor and can often be a detriment to global trade, says Thomas Cook, managing director at Blue Tiger International.

Fenix Parts Completes Acquisition of Neal Auto Parts

Neal is an automotive recycler servicing the Central Illinois market with a population of approximately 1.3 million people.

Fenix Parts Acquires Green Auto Parts & Recycling

The company also announced Edgar Akopyan will be joining Fenix Parts as the director of business development, Southern California.

Automotive Parts Associates Recaps Annual General Meeting

Several supplier and shareholder awards were presented during the meeting, March 26-28, at the Grand Hyatt San Antonio River Walk in San Antonio.

Other Posts

Shifting Gears: Lauren Beaulieu’s Rise in the Automotive Aftermarket

Beaulieu recently participated in the Advance/Worldpac STX Supplier Training Expo, where she addressed a topic close to her heart: education in the aftermarket.

WATW Lauren Beaulieu Advance Auto Parts
Advance Auto Parts, Worldpac Wrap Up STX 2024

Nearly 3,400 registrants attended STX, which was hosted in Nashville, April 24-28, at the Gaylord Opryland Resort & Convention Center.

STX Wrap Up
Power TruckPro USA Selects Autologue PartsWatch Solutions

Power TruckPro USA operates in Medley, FL, supplying heavy-duty truck parts to the Miami area. 

Autologue UREMCO
Alliance Welcomes The Gandia Group as Newest Auto Value Member

The Gandia Group is a full line distributor of automotive aftermarket parts and accessories in San Juan, Puerto Rico.