Heavy Duty America and Truck Pride Partners announced the merger of their organizations into a new North American marketing and distribution organization. The new organization, which will be initially known as HDA Truck Pride, will commence operations on Sept. 1.


The two heavy-duty aftermarket marketing organizations announced during Heavy Duty Aftermarket Week in January that they were looking at a "formal collaboration," with many in the industry expecting the move would lead to a merger.

A jointly developed merger plan was recently presented to the memberships of both organizations and has received overwhelming approval. Integration of staff and services will commence on September 1 and proceed through the remainder of calendar 2010.

Both organizations view the joining of the two premier heavy duty marketing organizations as the first step of a comprehensive plan to unify and expand their distribution network, consolidate product and program offerings and maintain the independent aftermarket channel as a viable alternative to the OE dealership networks.

The combined organization will offer a vastly expanded footprint, providing marketing, training, fleet, service partner and vendor programs. According to this week's announcement, the new entity will create the largest independent provider of parts and services to the commercial vehicle aftermarket in the U.S. and Canada.