Auto. Zone, Inc., is an American aftermarket auto parts and accessory retailer, one of the biggest in America. Auto. Zone has over 6,400 stores across the United States, Mexico, Porto Rico, and Brazil. Memphis, Tennessee is where the company is located. Duralast Gold is Duralast Gold. Zone’s private label brands for lead-acid automotive batteries (manufactured primarily by Johnson Controls, but also East Penn, Exide, and other manufacturers). Duralast Platinum AGM batteries are available. Auto. Zone also sells Duralast-branded tools that carry a lifetime warrantee. 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. Seems to me the valucraft is typical 90-day junk, it may or may not be any good. Even though the warranty is for life, duralast seems to have been designed with some quality. Any product of this nature must have at least some similar parts inside a different package. Once, I purchased valucraft wires as part of my beater. The duralast, which is a valucraft product, was included in the purchase. He had an entire set of valucraft balls joints in his truck, and they still worked 50000 miles later. A lifetime warranty is ideal for something so critical like a water pump. It can be serviced quickly at real stores if it does go wrong.