Alliance Truck Parts hits stride with all-makes message for second and third owners

With a rebranding effort launched in early 2011 focusing on increasing awareness of the all-truck makes parts brand, Alliance has built out its catalog offering, focusing on frequent-replacement parts and accessories.


Alliance Truck Parts, a leading provider of replacement truck parts for the commercial transportation market, has worked diligently to deliver on its position as an all truck makes parts supplier. That effort is paying off with steady customer awareness and interest from owner operators that drive Daimler Trucks North America (DTNA) product and other truck makes.

With a rebranding effort launched in early 2011 focusing on increasing awareness of the all-truck makes parts brand, Alliance has built out its catalog offering, focusing on frequent-replacement parts and accessories. The most visible promotional platform for brand awareness continues to be Alliance's partnership with Penske Racing to sponsor a car in the NASCAR Nationwide Series as well as participating as the title sponsor for the Alliance Truck Parts 250 Nationwide race at the Michigan International Speedway in June, billed as "The Race That Trucking Built."

"We've worked hard to deliver on our all-makes promise of offering better parts at value prices at more than 800 locations across the U.S. and Canada," said Todd Biggs, director, Aftermarket parts and Service Marketing for Daimler Trucks North America. "That value, the expanding breadth of our product offering and the nationwide availability are helping Alliance Truck Parts make real gains in the competitive aftermarket parts category."

Sometimes the options for aftermarket parts can seem overwhelming. The source and quality of what comes out of the box can have a significant impact on a truck owner's bottom line. Alliance Truck Parts offers a full one-year unlimited-mile warranty, like most OEM parts, but as part of the good-better-best continuum, Alliance has strategically positioned itself below the pricing of OEM level parts that often include major branded component manufacturers. By leveraging the scale and power of the DTNA network and other distribution partners, Alliance can source its private-label parts at a quality level approaching and often exceeding many branded parts suppliers, delivering on its "good parts, better prices" promise.

"We know that when a truck is down, it costs the owner more than just the money to repair it," added Biggs. "Alliance Truck Parts meets the broader needs of the all makes market, offering quality and value when and where it's needed most. This year at MATS we're launching a new line of heavy-duty alternators to our parts lineup that stand up to the higher-temperatures of today's EPA-compliant engines. We're also showing off our new mobile-optimized website; part of our continuing effort to use the best and most efficient tools to get parts information to our customers."

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