HOFFMAN ESTATES, Ill., Aug. 18, 2017 /PRNewswire/ -- To celebrate the 50th anniversary of the DieHard brand, Sears is opening two new DieHard Auto Centers – conversions of existing Sears Auto Centers – located in the Detroit suburbs of Troy and Roseville, Michigan. DieHard Auto Center is designed to meet the ever-changing needs of today's driver. The new stores, located at Oakland Mall and Macomb Mall, respectively, open today.

Both DieHard Auto Centers are 17,000 square feet and leverage interactive in-store merchandise displays and advanced diagnostic technology. Each offers a suite of services and amenities, including:

• Digital Tire Journey: A web app that relies on IBM Watson Natural Language Classifier service to help customers identify the appropriate tires to fit their driving preferences. Customers can also use touchscreens in store to access the Digital Tire Journey.
• Free Wi-Fi: Enabling customers to be productive or entertained while their vehicle is serviced.

"The new DieHard Auto Center Driven by Sears is another example of how we are unleashing the power of the DieHard brand," said Jon Otterberg, president of Sears Automotive. “This builds on the success of the DieHard Auto Center that we opened in San Antonio in February. It offers state-of-the-art technology and services in a contemporary, comfortable setting – that, combined with service from our experienced associates, can help today's drivers make the right choices for their vehicle's needs."

"DieHard is America's most trusted automotive battery brand," said Tom Park, president of Kenmore, Craftsman and DieHard brands. "In 2016, we introduced DieHard tires, which have been well-received by our customers, and we have continued to see positive, strong sales since their introduction. As we have also expanded the brand into automotive consumer electronics accessories, it is a natural evolution to extend the brand to automotive service. Now, when you bring your vehicle to a DieHard Auto Center, you can have the same peace of mind you expect from DieHard products."

Operating hours for the new DieHard Auto Center Driven by Sears are Monday throughSaturday, from 8 a.m. – 7 p.m. and Sunday from 10 a.m. – 5 p.m. For more information about the new Troy and Roseville DieHard Auto Centers Driven by Sears, visit www.searsauto.com.