Alliance Truck Parts benefits from new brand position

Alliance Truck Parts, the private-label parts brand of Daimler Trucks North America (DTNA), unveiled a new brand identity campaign earlier this year focused on supplying the right mix of quality, affordable truck parts to all makes of commercial vehicles.

The campaign included a refreshed visual identity and new emphasis on mission-critical and frequently replaced parts.

The all-makes brand has subsequently enjoyed a “banner year, with year-over-year revenue growth of 20 percent,” and an increase in market share, said John H. O’Leary, DTNA’s senior vice president, service and parts.

Alliance currently offers more than 30 product lines representing maintenance, repair/replacement and accessories for Class 6 through 8 commercial vehicles.

The parts are available at more than 800 DTNA dealerships - Freightliner, Western Star, Sterling and Thomas Built Bus; at Travel Centers of America and Petro truck stops; and at other distribution networks within the U.S. and Canada.

The entire distribution network stocks more than $500,000 million in parts and accessories, O’Leary noted. It is the largest heavy duty parts distributor in the U.S. and Canada, and ships some 7 million parts per day.

Alliance Truck Parts is also continuing to expand into new export markets, including Latin America and Australia.


Price positioning

Price positioning is at the “value” end of the spectrum, said O’Leary. “Our goal is to box a better part at a good price.

“Our customers need a reliable part at an affordable price,” he explained. “Alliance is uniquely positioned to offer a better part at a good price in the good, better, best continuum.”


Product offering

Alliance Truck Parts is expanding its offerings to serve the commercial transportation industry “with the reliable new and remanufactured parts and accessories needed most to keep trucks and buses on the road,” O’Leary pointed out.

Among the products to be introduced next year are:

- Radiators.

- Charge air coolers.

- EZ-Assist clutches.

- Back-up alarms.

- Radios.

- Batteries.

- Brake chambers.

- U-Joints.

- Starters.

- Alternators.

- Fifth wheel top plate.

- Coiled air lines.

- Air springs.

- Filtration products.

Also planned are fuel tanks in standard and custom sizes for all truck makes. Made in the USA of etched or polished aluminum and 100-percent leak-tested, the tanks meet or exceed FMCSA 393.67 specs.

Alliance Trucks Parts, which was launched in 1998, is also developing new websites and tools (online catalogs, cross reference tools supplying all-makes parts information, product brochures, etc.) and building deeper engagement with DTNA truck dealers.


Brand visibility

O’Leary said the momentum Alliance Truck Parts has had of late is due in part to increased brand visibility resulting from the company’s partnership with Penske Racing to sponsor the No. 12 Dodge Challenger race car in the 2011 NASCAR Nationwide Series promoting the new brand position.

“We’re very proud of our efforts this year to build real momentum behind the Alliance Truck Parts brand,” he said. “The visibility that our Alliance Truck Parts racing initiative has provided is really starting to pay off as our customers discover the quality and value that our extensive parts catalog offers.”

Alliance Truck Parts Racing competed in eight NASCAR Nationwide Series this year. It will expand its race participation in 2011.

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, O’Leary said “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,” he added. “The new logo and Alliance Truck Parts racing initiative offer visible representation of Alliance’s expanding footprint within the industry.”

Other Alliance Truck Parts initiatives include building a robust social media presence, including both a Facebook page and Twitter feed, allowing customers and Alliance Truck Parts racing fans new opportunities to connect with the brand and with each other.