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Alliance Truck Parts



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Sponsor Summary
Alliance Truck Parts is an American private label brand that offers heavy-duty truck replacement parts and accessories. The company was founded as Alliance Brand Parts in 1998 and is a division of Daimler Trucks North America, a subsidiary of the German Daimler AG. The change to Alliance Truck Parts occurred in first quarter of 2011 to better communicate its target market. The company mostly offers parts and accessories for all models of American and Canadian heavy duty class 8 diesel trucks though it offers parts for class 5-7 trucks as well.

Alliance Truck Parts signs deal with Penske Racing The distinctive bright yellow Alliance Truck Parts colors will adorn the Team Penske Ford for eight races in 2014 beginning with the race at Phoenix International Raceway on March 2. An industry-leading provider of heavy duty truck parts for the commercial transportation industry, Alliance Truck Parts will also be a prominent associate sponsor on the No. 2 Ford throughout the 2014 season. "Team Penske has built a terrific relationship with Alliance Truck Parts and we look forward to having them join us in the Cup Series this season," said Roger Penske. "This is a great example of how we can build business relationships to create opportunities for our partners through our racing teams." The Alliance Truck Parts livery made its debut with Team Penske at the 2010 NASCAR Nationwide Series season finale at Homestead-Miami Speedway. The partnership expanded in the 2011 Nationwide Series when Alliance Truck Parts was a partial season primary sponsor and over the past two seasons it has served as a full-season Nationwide Series primary sponsor for Team Penske. The 2014 season will bring the first opportunity for Alliance Truck Parts to race as a sponsor in the NASCAR Sprint Cup Series. "This is a great opportunity for a strong new partner to join the No. 2 Team Penske Ford as Alliance Truck Parts increases its presence in NASCAR," said Keselowski. "This is a natural partnership as Penske and Alliance Truck Parts are both strong transportation-based companies. We’re anxious to see the prominent yellow No. 2 Alliance Truck Parts Ford Fusion on the track this year." Alliance Truck Parts and the Penske organization have forged a strong bond both on the track and on the road as established leaders in the transportation industry. "We are excited about the Team Penske and Alliance Truck Parts partnership in the 2014 NASCAR Sprint Cup Series," said Friedrich Baumann, Sr. VP, Aftermarket, Daimler Trucks North America. "Our participation in NASCAR has increased brand awareness of Alliance Truck Parts with our target customers and we look forward to continued success with this world-class race team." PaddockTalk Perspective

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