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If you have an Advance Auto Parts near you they sell Johnson Controls batteries as their store brand. If you search the net you can find coupons for 30-40% off if you buy online and pick up in the store.
The key to long life is maintenance. One WalMart battery went 8 years before opening up internally. The other a Duralast in it's 9th season and still cranks like new.
I attribute their longevity to keeping a Battery Tender on them whenever they are not being driven. They keep the battery from being discharged by the 25-50 mA "keep alive" current, prevent the sulfate contamination at bay (that occurs when not being charged).
Some recommend a battery disconnect switch to disconnect the battery when not in use. Certainly, the "keep alive" current is arrested that way, but the chemical reaction between the acid and the lead plates continues to take place, if the battery is not being charged periodically. Temperature directly affects this sulfating phenomenon. So, stored in a cold situation will result in less deterioration than one stored in a hot environment; just food for thought.
AGM technology along with more exotic materials (and COSTs) are available. But, for about the price of a tank of premium 93 octane, one can have a new battery that will last up to 7-8 years +! It's hard to get too excited about spending double the cost of a "Gold" Duralast or WalMart brand battery, IMO. Your mileage may vary...
The last time I was buying a battery I did quite a bit of research. What I found is most of the batteries being sold are made by Johnson Controls. AutoZone, Sears Die Hard, Wal-Mart, etc all Johnson Controls. What I also found was that most of them had identical specs, telling me they were the same batteries from Johnson Controls. With that I bought the Wal-Mart battery as the price point was better than all the others, with an identical warranty and there are Wal-Marts in every small town in America!
I try to keep my C-4 as original as possible and have a Delco in my Ruby that has not failed me in 6 years of ownership. It is always hooked up to my Deltran Battery Tender when the car is sitting in my warehouse. I recently bought a new battery for DD @ Sams Club and they sell DURACELL Batteries manufactured by East Penn, with a 3 year unlimited warranty. I checked on the series 75 which is what our C-4's use and the price was around $89.00. Heard great reviews on the Duralast Gold but stay away from the Optima Red Top. I had bad experiences with that in my '70 Mustang H-Code. Overpriced, and went thru 3 of them in less then a year.