The company will expand its product line over the next year, 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.
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.
In addition to a 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.
The Alliance Pit Stop Tour, a mobile marketing road tour to promote Alliance Truck Parts Racing and the brand's full line of Alliance Truck Parts products, will visit Freightliner, Sterling and Western Star truck dealerships, as well as Travel Centers of America and Petro truck stops in the vicinity of select Nascar Nationwide Series races from now until November.