Alliance Truck Parts, the all-makes private label parts brand from Daimler Trucks North America, said at a recent press conference that it grew revenue from parts sales by 19 percent in 2011 over the previous year.
Alliance currently offers 30 products lines mostly covering maintenance, light repair and accessories for Class 6 through 8 vehicles, according to John O’Leary, senior vice president of service and parts. The parts are available at 800 dealerships and truck stops in the U.S. and Canada with expansion planned for Latin America and Australia.
O’Leary says Alliance parts are aimed at a middle tier market position. “We offer better parts at a good price to provide value to our customers.”
Alliance used this year to garner new visibility. One way it did this was to sponsor a car in the NASCAR Nationwide Race Series. The Number 12 Dodge Challenger is driven by former Indianapolis 500 winner Sam Hornish, Jr.
Alliance also filled in gaps in its product line with the addition of six new products including radiators, charge air coolers, EZ-assist clutches, back-up alarms, radios, value batteries and brake chambers. These joined existing products such as lights, antenna, chrome , bumpers, mattresses, mirrors, air compressors, clutches, exhaust parts, A/C components, transmissions, batteries, belts, hoses, brake drums, brake shoes, coolant and wiper blades.
For 2012 the company plans additional product launches, a new website and what it calls “deeper dealer engagement programs.”
O’Leary says that the Alliance parts line helped raise DTNA’s share of the parts market by 2 percent. “Total parts revenue for DTNA is $2.2 billion and we see Alliance truck parts as an opportunity for growth.” DTNA currently enjoys a 17.8 share of the truck parts market, according to O’Leary.
