Sears Unveils DieHard® and Craftsman® Motorcycles Designed by Orange County Choppers

DieHard Bike on Display Feb. 8 at the International Motorcycle Show in Rosemont, Ill.

This week, Sears Holdings Corp. (NASDAQ: SHLD) will unveil DieHard and Craftsman branded bikes, designed by Orange County Choppers™. Sears also announced a marketing agreement with Orange County Choppers (OCC) that makes DieHard the "Official Battery of Orange County Choppers". With this agreement, all custom motorcycles created as part of the "American Chopper" TV series (as seen on TLC) will be powered by DieHard.

  In addition, the partnership will include the following:
  --  OCC will sell DieHard batteries in  their new retail store in
      Newburgh, NY
  --  DieHard battery signage in the OCC shop along with a unique battery
      maintainer station
  --  A link to from
  --  DieHard branding on shirts worn by OCC mechanics

"This agreement brings two powerful brands together and enables DieHard to reach an important user segment -- powersports enthusiasts -- who demand the best from their motorcycles," said Richard Gerstein, senior vice president and chief marketing officer at Sears, Roebuck and Co.

"By partnering with the most recognizable brand name in batteries, we've definitely strengthened our production line of bikes," said Paul Teutul, Jr. "Thanks to Sears!"

The DieHard Orange County Chopper

"DieHard is America's most preferred automotive battery," said George Kurkowski, DieHard brand manager. "Our new relationship with OCC showcases the fact that the same AGM technology and legendary performance of DieHard is available to our motorcycle customers in a DieHard Gold battery. Every OCC bike leaving "America's Favorite" custom bike shop will have a DieHard battery in it."

For a preview of the DieHard bike, go to Consumers interested in viewing the DieHard chopper in person should visit the International Bike Show at the Stephenson Center in Rosemont, Ill. on Feb. 8-10. For more information, go to

Bike enthusiasts should tune into American Chopper on Feb. 28 and March 6 on TLC network at 8 p.m. Central to see the episodes featuring the DieHard (designed by Paul Teutul, Jr.) and Craftsman (designed by Paul Teutul, Sr.) OCC bikes. The intense competition to build the "best brand" bike is heightened by their natural father/son competition, a hallmark of the television show.

The Craftsman Orange County Chopper

The Craftsman chopper will be introduced at the Craftsman booth (W3043) in the International Builders Show in Orlando, Feb. 13-15.

"Consumers have already named Craftsman as the most trusted brand in America and the brand with the highest expectations," said Mike Cassar, Craftsman brand manager.

"We will be doing some amazing things in 2008 to get their attention on the innovation, quality and know-how fronts that are trademarks of our brand. This bike is a visual punctuation of our brand's message, delivered in an iconic, over-the-top way. Paul Teutul, Sr. told me early on that he's a Craftsman tool fan, ultimately his passion for our brand as well as the bike building craft has really come through in the finished piece. This bike really reinforces our belief that 'There's a Craftsman in All of Us'," Cassar added.

The DieHard brand of batteries is now available at more than 2,500 locations in the U.S., including 870 Sears full-line stores, Sears Auto Centers and through a limited number of Sears Hardware, Sears Dealer and Orchard Supply Hardware stores. DieHard batteries are also available in 1,400 Kmart stores.

About Sears, Roebuck and Co.

Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,400 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 870 full-line and 1,100 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through,, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands' End -- among the most trusted and preferred brands in the U.S. The company is the nation's largest provider of home services, with more than 14 million service calls made annually. For more information, visit the Sears, Roebuck website at or the Sears Holdings Corporation website at .

About Orange County Choppers

Orange County Choppers (OCC) is a Montgomery, New York based custom motorcycle company founded by Paul Teutul, Sr. and Paul Teutul, Jr. in 1999. OCC started as a sideline to the family's steel manufacturing business which was founded by Paul, Sr. in the 1970s. The OCC shop is featured on 'American Chopper,' a reality TV show that airs on Thursday nights on TLC at 9pm EST/8pm CST.

  2007 DieHard Chopper Specs

  Owner:  DieHard
  City:  Hoffman Estates, IL.
  Designer/Builder:  Orange County Choppers
  Year:  2007
  Model:  DieHard Custom Theme Bike
  Year/Make:  2007 Rolling Thunder Rigid, right Side Drive, 0" up
  Rake:  38 degrees in neck
  Stretch: 5 inches out
  Chroming:  Chrome Masters
  Year and Make:  2007 S&S
  Displacement:  100" CID Evolution Big Twin 9.6:1 w/S&S 520 CAM
  Carburetor:  S&S Super G
  Air Cleaner:  DieHard "40th" Anniversary
  Ignition:  Super Stock
  Pipes:  OCC (Flat Black)
  Coil Cover:  OCC dagger (chrome)
  Year/Make: 2007 Baker (polished)
  Shifting:  6 speed
  Painter:  OCC Design Team
  Color:  DieHard Branded
  Handlebars:  OCC drag style with risers (chrome)
  Hand Controls:  (H&D) Chrome
  Fenders:  OCC
  Indicator lights:  OCC DieHard Alkaline "D" Battery replica
  Rear Brake light:  Primo tail light with Lisc. Plate holder
  Foot controls:  OCC/Accutronics
  Shift Linkage:  13 inch OCC shift linkage
  Mirrors:  OCC DieHard Battery replica
  Gas Tank:  OCC
  Oil tank:  Hidden under transmission plate
  Seat:  OCC Black Leather
  Primary Cover:  Open DieHard Branded "Start With The Best"
  Battery:  DieHard Gold 20HL-BS
  Front End
  Type:  OCC Razor (chrome)
  Make: OCC Negative and Positive (chrome with black epoxy inlay)
  Size:  21x3.5" front tire and a 300 mm rear
  Tires:  Metzler

  DieHard Facts
  --  Consumers rank DieHard overwhelmingly as "America's Most Preferred
      Automotive Battery" according to a 2007 ASI/IPsos Consumer Survey.
      Over 37% of consumers polled in an unaided survey mentioned DieHard
      compared to its two nearest competitors, a distant, 2nd and 3rd.
  --  DieHard celebrated its 40th anniversary as an auto battery brand in
  --  Sears revolutionized the automotive batter replacement category in
      1967 with the introduction of DieHard -- a tough, thin-walled
      translucent plastic case 50% thinner than conventional black, rubber
      type battery enclosures. The result: bigger plates, more acid and
      extra starting power. More than nine years of research and development
      was conducted prior to the launch of DieHard in 1967.
  --  The name DieHard is derived from its unfailing operation over several
      million miles on test vehicles at high and low speeds in varying
      climates at high and low altitudes. Not a single failure was reported
      in over 26,000 starts in temperatures ranging from sub-zero to more
      than 100 degrees.
  --  DieHard is the "Official Battery of Orange County Choppers".
  --  In the past decade, Sears extended the DieHard brand to other
      categories including battery chargers, booster cables, consumer
      alkaline batteries, work boots for men and most recently, to batteries
      for Craftsman cordless tools.
  --  In 1970 DieHard batteries were used in sets of three to provide the
      36-volt starting power for most of the 33 cars entered in the
      Indianapolis 500.
  --  More than 200 million DieHard automotive batteries have been sold
      since 1967.
  --  In 1983, Sears introduced the first DieHard Motorcycle battery, tough
      enough for select Harley-Davidson Motorcycles.
  --  In addition to its legendary performance as an auto battery, DieHard
      has batteries to power motorcycles, boats, golf carts, garden
      tractors, snowmobiles, all-terrain vehicles, personal watercraft and
      various mobility equipment for the handicapped. DieHard "AAA", "AA",
      "C", "D" and 9-volt alkaline batteries are also available at Sears and

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SOURCE: Sears Holdings

CONTACT: Larry Costello of Sears Holdings, +1-847-286-9036

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