Alliance, a renowned name in the off-highway tire industry and part of the Yokohama-ATG group, is celebrating 70 years of success. To honor this milestone, the company has introduced a global campaign titled “Always by Your Side”, showcasing its enduring relationship with customers and partners worldwide.
The campaign emphasizes the trust multiple generations of farmers have placed in Alliance, recognizing the brand as a dependable partner through changing times. Alliance has built its reputation as a leader in the agricultural and forestry tire markets by combining a rich legacy with continuous innovation.
With over 30 years of expertise in radial technology and a presence in more than 120 countries, the brand continues to set benchmarks in quality, performance, and customer satisfaction. The company’s diverse product range includes tires featuring advanced technologies such as Agriflex, SLT, and ELITE, along with a wide selection of radial, bias, and solid tires designed for various applications, including construction, material handling, and landscaping.
Angelo Noronha, President & CEO of Yokohama-ATG, expressed his gratitude, stating:
“We are thrilled to celebrate 70 remarkable years of Alliance in the off-highway tire sector and excited to launch the ‘Always by Your Side’ campaign globally. This initiative reflects the strong connections we’ve built with customers and partners who have trusted us as their preferred tire brand over the decades.”
He added, “The campaign underscores our commitment to delivering quality, reliability, and personalized solutions. Our dedicated global service teams play a pivotal role in maintaining this promise, ensuring we’re always available to support our customers.”
Running through 2025, the “Always by Your Side” campaign will include events to recognize top customers and partners worldwide. It aims to reinforce Alliance’s position as a reliable and innovative brand, offering tailored solutions to meet the diverse needs of its clients.
Yokohama-ATG is a global leader in designing, manufacturing, and marketing off-highway tires for various sectors, including agriculture, forestry, construction, mining, and port operations. With a strong portfolio of brands such as Alliance, Galaxy, and Primex, the company offers over 3,500 SKUs, providing top-tier quality and cost-effective tire solutions for both aftermarket and OEM needs. Yokohama-ATG’s robust distribution network ensures timely delivery and service support across more than 120 countries.
