Alliance Truck Parts Launches New Brand Position

LOUISVILLE, Ky., – Alliance Truck Parts has unveiled a new brand identity campaign focused on supplying the right mix of quality, affordable truck parts to all makes of commercial vehicles. In addition to the refreshed visual identity and new product focus, Alliance has partnered with Penske Racing to sponsor the No. 12 Dodge Challenger in the 2011 NASCAR Nationwide Series to promote the new brand position.

Alliance Truck Parts is known for having quality, dependable parts at great prices available at over 800 convenient retail locations across the U.S. and Canada. The company will expand its product line over the next year to meet customer needs, with a focus on “need-it-now,” in-demand parts. These include Alliance brand LED lighting, clutches, AC compressors and brake drums.

“Our customers need a reliable part at an affordable price. Alliance is now uniquely positioned to offer a better part, at a good price, in the good, better, best continuum,” said Daniel Haggerty, director of parts marketing for Daimler Trucks North America LLC. “As the Alliance Truck Parts brand evolves we’re communicating the value we offer in every part we sell.”

Describing Alliance’s partnership with Penske Racing as an effective way to showcase the new Alliance Truck Parts brand to customers because of the sport’s fan base among Alliance’s customer segments, Haggerty noted that the same reliable performance for which Alliance is known is essential for Penske Racing’s success at the track.

"The Alliance Truck Parts brand now encompasses a broader customer service commitment and a greater focus on providing comprehensive parts offerings for all makes of commercial trucks," added Haggerty. “The new logo and Alliance Truck Parts Racing initiative offer visible representation of Alliance’s continued growth and development within the industry.”

The new logo retains the company’s bold black and yellow colors and the recognizable Alliance “A,” while conveying the forward momentum of the organization. The Alliance Truck Parts logo will become part of the brand’s current marketing communications as well as new initiatives including a Facebook page and Twitter feed to inform, interact and converse with customers.

About Alliance Truck Parts

Alliance Truck Parts offers a range of new and remanufactured reliable parts and accessories at an affordable price to the commercial transportation industry. Alliance parts are available at more than 800 retail locations, including Freightliner, Sterling, Western Star and Thomas Built Buses dealerships in the U.S. and Canada. For more information, or to locate the nearest Alliance Truck Parts dealer, visit

Alliance Truck Parts is a brand of Daimler Trucks North America LLC, the largest heavy-duty truck manufacturer in North America and a leading manufacturer of Class 4-8 vehicles. Daimler Trucks North America produces and markets commercial vehicles under the Freightliner, Western Star and Thomas Built Buses nameplates. Daimler Trucks North America is a Daimler company.

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