LAS VEGAS (Feb. 5, 2014) — Alliance Tire Group is entering what it calls its "third phase" of growth since the Mahansaria family took control of the farm and OTR tire maker in 2007.
That's happening with the benefit of new capital and the promise of increased product supply from a new plant the company has under construction in India.
To help drive sales in North America, Alliance Tire Americas Inc. has developed a dealer support program that will provide retailers of the firm's products with marketing support and training, according to Barry Clifford, marketing programs and communication manager.
Alliance gave dealers attending its fall 2013 Distributor Partner Conference in Boston a preview of the program, which will be administered by the company's key distributors. The program will roll out more broadly throughout 2014.
Eventually, Mr. Clifford said, Alliance plans to have the training modules available as mobile apps.
Following Alliance's acquisition in 2010 of certain Galaxy Tire assets — including the Galaxy and Primex brands — Alliance has been developing its so-called GAP brand (Galaxy/Alliance/Primex) strategy to highlight the revamped company's strengths in agricultural, foresty and construction tires. In addition, Alliance is the U.S. distributor of the Aeolus truck tire brand, one of the assets accrued in the Galaxy Tire deal.
Alliance, with the backing of new majority owner Kohlberg Kravis Roberts & Co. (KKR), is formulating plans to increase manufacturing capacity at its plants in India and Israel, according to Manny Cicero, president of Alliance Tire Americas.
New York-based KKR bought out Warburg Pincus' share of Alliance last year for a reported $500 million. Alliance CEO Yogesh Mahansaria retained a minority share.