[EMAIL] Sears Introduces Revolutionary DieHard Battery
23 December 1999
MEDIA CONTACT: David Albritton Sears, Roebuck and Co. (847) 286-9017 dalbrit@sears.com Jennifer Howell Edelman PR (312) 240-3368 jennifer_howell@edelman.com FOR IMMEDIATE RELEASE December 1, 1999 SEARS INTRODUCES REVOLUTIONARY NEW DIEHARD BATTERY ENGINEERED TO START A CAR AND STOP A THIEF First-of-its-Kind Vehicle Anti-Theft System Now Available to Help Reduce Car Theft -- America's Costliest Property Crime HOFFMAN ESTATES, Ill. -- Beginning today, consumers can feel safer knowing that they have a better choice when it comes to protecting one of their most precious investments -- their car. Sears, Roebuck and Co. introduces the DieHard SecurityO battery, a revolutionary vehicle anti-theft and power saver system that is built into a superior DieHard battery, the most trusted and most preferred automotive battery brand in America. It is the only battery on the market that combines an immobilizing system to help prevent a vehicle from being stolen and a power management system that protects the power needed to start your car, even if the lights or any other accessory is left on. According to the National Insurance Crime Bureau (NICB), more than 1.4 million vehicles -- one every 23 seconds -- were stolen in 1998. Vehicle theft costs more than $7 billion annually. "Auto theft is by far America's costliest property crime," said Ed Sparkman, senior manager, vehicle support for NICB. "We recommend that consumers use a layered approach when it comes to protecting their vehicles, including using common sense, warning devices, immobilizers and tracking devices." How It Works Developed for Sears by their exclusive manufacturer, Johnson Controls, Inc., of Milwaukee, Wis., the DieHard Security battery is easily operated by a remote control, which can easily fit on a key chain. With the simple push of a button, the vehicle immobilizing system can be armed and disarmed. Distinctive "chirping" sounds act as the system's status indicator: one chirp means the system is armed, two chirps indicate it is disarmed. "We spoke to more than 2,000 consumers across the United States in the development process and they told us they wanted simple, effective theft protection from a brand they trust," said Kathleen Shanahan, DieHard brand director at Sears. "Armed with our research, we incorporated their wants and needs into the DieHard Security battery. Consumers have always counted on DieHard batteries to start their car, and now they can count on the DieHard Security battery to help stop a thief." While the vehicle anti-theft feature is armed, if any attempt is made to start the vehicle, whether it is with the actual key, by jump starting, by push starting or any other attempt to bypass the ignition system, the battery cuts off power to the vehicle, effectively immobilizing it. Once the vehicle immobilizing feature is disarmed by the owner, with the simple push of a button, the vehicle will start normally. The DieHard Security battery, exclusively available at more than 1,100 Sears Auto Centers and NTB National Tire & Battery stores nationwide, is priced at $169.99, which is only $90 more than Sears top of the line battery, DieHardâ Gold. The DieHard Security battery is also covered by a three-year full replacement and 100 month limited warranty, the best DieHard warranty ever. It comes in sizes to fit in seven out of 10 cars on the road today and is as easy to install and use as a battery -- because it is a battery. Features and Benefits Along with this state-of-the-art vehicle immobilizing system, the new DieHard Security battery features an innovative power saver system that ensures the owner will have enough power to start the vehicle. For example, if a car owner accidentally leaves the headlights on or there is any other unexpected power drain that threatens the battery's starting power, such as a dome light being left on, the power saver feature automatically knows when to shut down power to all accessories. This leaves the owner with a battery that has enough power to start the car. Shanahan adds "Best of all, the power saver feature is always on, even if the vehicle immobilizing feature isn't activated." Other features and benefits of this revolutionary battery include: · Rolling Code Technology: Patented "rolling code" technology is built-in to the vehicle anti-theft system and remote control. Billions of codes are used, changing each time the system is armed and acting as a "virtual locksmith." · Emergency Override: If the remote control is lost, the vehicle anti-theft system can be reprogrammed "on the spot" with a secure code known only to the owner. · Vehicle storage mode: A remote control command enables you to disconnect battery power from a vehicle, if storing the vehicle for an extended period of time, without having to disconnect battery cables-a great plus for seasonal vehicles. · One-step installation: Because the vehicle anti-theft and power saver systems are built into the battery, these systems are in place when the battery is installed. · Accessory protection: When the vehicle immobilizing feature is armed, the battery continues to supply power to low-current accessories and allows others, like the cooling fan and dome light, to kick on. · Tamper resistance: If there is any attempt to remove or damage the security module on the battery, the anti-theft system shuts off power to the vehicle, completely immobilizing it. · Toll free customer assistance: A toll free customer service line is available 24 hours a day, all year, and can help customers with any questions they might have about the operations of their DieHard Security battery. About DieHard Sears, Roebuck and Co. introduced the DieHard brand of superior automotive batteries in 1967 after nine years of research and development. The battery was dubbed "DieHard" after its unfailing operation over several million miles in test vehicles at various speeds, climates and altitudes. The first DieHard battery had 35 percent more starting power than other same size batteries because the case was 50 percent thinner than the traditional rubber cases formerly the standard in other automotive batteries. The translucent case allowed for more plates to be placed in the battery, which ultimately increased starting power. Over the last 30 years, the compelling benefits and dependability of DieHard batteries have made DieHard the most trusted and most preferred battery in America. The DieHard automotive battery line also includes DieHardO Gold, DieHardO Silver, DieHard RangeHandlerO, DieHard WeatherHandlerO, for use in vehicles exposed to extreme hot or cold climates, and DieHardO International, for European import vehicles. According to research on the industry, DieHard currently maintains nearly a four to one lead in brand preference over other national battery brands. For more about information about the DieHard battery line, consumers can call toll free 1-800-DIEHARD. About Sears Sears, Roebuck and Co., Hoffman Estates, Ill., is a leading U.S. retailer of apparel, home and automotive products and services with an annual revenue of more than $41 billion. The company serves families throughout the country through 850 full-line department stores and more than 2,100 specialized retail locations nationwide. Within this mix of retail outlets, there are almost 800 Sears Auto Centers and about 300 NTB National Tire & Battery stores that provide name brand and private-label tires, batteries and related services including alignments, brakes front-end repairs, shocks and struts. For more information about Sears, visit the Sears Web site at www.sears.com. # # #