Auto. Zone, Inc., a retailer in American of automotive accessories and aftermarket parts, is one the most important American retailers. Auto. was founded in 1979. There are more than 6,400 locations of Zone in America, Mexico, Porto Rico and Brazil. The company is based in Memphis, Tennessee. Duralast Gold, Duralast Gold, and Valucraft are all Auto. Zone has its own private label brand for lead-acid automotive battery batteries. These are manufactured by Johnson Controls, East Penn, Exide and others. Duralast Platinum AGM series of batteries. Auto. Zone sells Duralast tools, which come with a lifetime warranty. Valucraft has a bad quality reputation, it doesn’t last long and they don’t offer a lifetime warranty, dean1484 shared a review on grassrootsmotorsports.com “Valucraft has a bad rep from what I have heard but duralast I know for batteries and they have been very good and at a reasonable price. Autozone offered water pumps at a price of almost $60. Although it seems the valucraft may be a standard 90-day junk item, they may still be of good quality. It is reasonable that the duralast has a lifetime warranty. As with any product like this, it must at least contain some identical parts within a different container. I once bought a set of valucraft wires for my beater and got duralast, rang up as valucraft. My dad had a full set of valucraft ball joints on his work truck and they were still good when he sold the truck 50000 miles later. I prefer to buy water pump parts with lifetime warranties at an actual store so that any problems can be addressed quickly.