Fast Truckin’

September 1, 2011

Alliance Truck Parts Connects to Customers Through NASCAR Events

Screen shot 2011-08-18 at 11.29.41 AM

Given the popularity of NASCAR among those who work in the trucking industry, it came as no surprise when Alliance Truck Parts announced its sponsorship of the #12 Penske Racing car, driven by Sam Hornish Jr., earlier this year at the Mid America Trucking Show. Between Penske’s expertise with truck leasing, and the Hornish family’s trucking company, the fit with a trucking-related sponsor like Alliance was perfect.

Just a little more than a month later, Alliance “doubled down” on its NASCAR connection by announcing into a three-year agreement with Michigan International Speedway to become the title sponsor of the track’s early-summer Nationwide Series race, noww the “Alliance Truck Parts 250,” typically held on Father’s Day weekend each year.

To spread the connection even further, Alliance developed multiple audience involvement programs, including a “Vi tory Lane Sweepstakes,” a “Pit Stop Tour,” and a “Watch & Win Mobile Sweepstakes” that allowed the race’s television viewers to enter by texting in a code displayed during the race.

Screen shot 2011-08-18 at 11.30.54 AM
Alliance Truck Parts, a member of the Daimler Trucks North America (DTNA) family, has long been a supplier of quality replacement parts for its sibling brands at Daimler, but earlier this year, the company expanded its focus to supplying a range of key truck parts for all makes of commercial vehicles.

Through its network of more than 800 retail locations across the U.S. and Canada, Alliance will expand its product line to provide “need-it-now” parts, including Alliance brand LED lighting, clutches, AC compressors and brake drums.

In addition to news of the #12 car sponsorship, the Victory Lane Sweepstakes was also announced during the Mid America Trucking Show. The grand prize was a trip for two to see the NASCAR Nationwide Series race at Michigan International Speedway during June, including pit passes, VIP suite access, a chance to meet the Alliance Truck Parts-sponsored #12 Dodge Challenger driver, Sam Hornish Jr., autographed NASCAR merchandise and more.

Other prizes included a NASCAR Driving Experience package, an Alliance merchandise package, and Alliance Truck Parts gift cards.
“We know our customers are huge NASCAR fans. We wanted to share our pride in Alliance’s NASCAR involvement with our customers, and what better way to do that than bringing them with us to the track,” said Dan Haggerty, DTNA Parts Marketing Director. “These prize packages offer the chance of a lifetime to experience NASCAR racing up close and personal.”

David Carlow Jr., from Bucksport, Maine, won the grand prize VIP Race Experience. “The highlight of the day was riding in the pace cars,” said Carlow, who attended with his father to celebrate the Father’s Day holiday weekend. “The Alliance team made us feel like kings. Hanging out with them at the Emerson Drive concert following the race was also an exciting time.”

For those who missed the “first lap” of the Victory Lane Sweepstakes, lap two is currently in progress, with an entry deadline of September 30, 2011. This time, the grand prize is a VIP Race Experience for two at the Homestead-Miami Speedway in November. Similar to the first lap, other prizes will include the driving experience and merchandise packages, as well as gift cards. The entry form and full details are available at on the web.

It’s also possible to get an inside look at Alliance’s racing connection a little closer to home through the company’s Pit Stop Tour. Featuring the #12 Alliance Truck Parts Dodge Challenger, the traveling exhibit will visit Freightliner, Sterling and Western Star truck dealerships, as well as Travel Centers of America and Petro truck stops from now until November of 2011.

By the time it finishes at Homestead-Miami Speedway in Florida, the tour will have covered over 20,000 miles. At each stop, attendees will be able to win $25 Alliance giftcards in hourly drawings and play the Alliance Pit Stop Challenge matching game. Attendees will also be able to have their photo taken with the #12 Alliance Truck Parts Dodge Challenger with the option to download it later at no cost at the website.

The tour schedule is coordinated to include visits nearby the Nationwide Series races at Chicagoland (9/17), Phoenix International (11/12) and Homestead-Miami (11/19). Tour details can be found at, the Alliance Truck Parts Facebook Page, or by following @allianceparts on Twitter.

At the Michigan race, DTNA’s Haggerty was optimistic about the success of Alliance’s NASCAR participation to date, so stay tuned for more announcements during the NASCAR off-season, and make sure to check out the Alliance booth at the 2012 Mid America Trucking Show.