Alliance, a leading name in the off-highway tire segment and part of the Yokohama-ATG group, is celebrating a remarkable milestone of 70 years in the industry.
To commemorate this journey, the brand has unveiled its latest global campaign, ‘Always by Your Side,’ which emphasizes the enduring bond Alliance shares with its customers and partners worldwide.
This campaign seeks to spotlight Alliance’s unwavering commitment to being a dependable partner, trusted by generations of farmers and industries across the globe. For decades, Alliance has been a reliable companion for customers, ensuring support and innovation in diverse sectors, from agriculture to construction and material handling.
With a presence in over 120 countries, Alliance has carved a niche for itself in the off-highway tire segment by consistently delivering innovative solutions. The brand’s advanced technologies, such as Agriflex Technology, SLT Technology, and ELITE Technology, have set new standards for durability and performance. Its wide range of radial, bias, and solid tires caters to specialized industries, including lawn and turf, material handling, and heavy-duty construction.
Speaking about the brand’s journey, Angelo Noronha, president and CEO of Yokohama-ATG, expressed, “Celebrating 70 years is a monumental achievement for Alliance. The ‘Always by Your Side’ campaign is a tribute to the incredible relationships we’ve built with our customers and partners over the years. These alliances have been the foundation of our success.”
Noronha also highlighted the role of Alliance’s global service teams in maintaining the brand’s reputation. “Our commitment to quality and excellence is reinforced by our on-ground teams, who ensure we are always present to support our customers’ needs,” he added.
The ‘Always by Your Side’ campaign will continue to run until 2025, aiming to deepen customer relationships and recognize the loyalty of long-standing partners. As part of this initiative, Alliance plans to honor top-performing customers and partners in key markets. The campaign is designed to reaffirm Alliance’s position as a trusted brand known for delivering tailored solutions and unparalleled reliability.
This celebration isn’t just about looking back—it’s a pledge for the future. Alliance aims to continue supporting its customers through innovation, world-class service, and an unwavering commitment to quality.
With 70 years of legacy behind it, Alliance remains a leader in the off-highway tire segment, standing as a symbol of trust, innovation, and partnership for the generations to come
