PORTLAND, Ore. (Feb. 3) — Freightliner Corp. has launched a new line of private-brand truck parts aimed at what the company calls “value-conscious buyers,” including owner-operators and used-truck owners.

Called Alliance Parts, the new line will be sold through Freightliner Trucks and Sterling Truck dealerships. However, the Alliance line encompasses a wide variety of parts for most sizes and makes of class 3-8 trucks — not just Freightliner and Sterling trucks, the company said.

“Alliance Parts represent an attractive alternative to name-brand truck parts,” said Bob Cariglia, general manager of parts sales and marketing with Freightliner’s Alliance Division. “Truck owners now have an outstanding opportunity to purchase high quality, value-priced components to meet their replacement parts needs.”

The first parts to hit shelves are Alliance-brand batteries, antifreeze, belts, hoses, heating and air conditioning components, and chrome accessories, including hub caps and lug nut covers. Also available are Alliance-brand remanufactured starters, alternators, and engines. Alliance said it plans to introduce fuel-water separators and brake chambers, among other components, at a later date.

Alliance Parts are manufactured to strict Freightliner standards and come with a minimum one-year warranty through Freightliner Corp.

“Providing a private label alternative to a name-brand product is a proven formula,” Cariglia said. “Thousands of retailers have done so with great success. Our intent is to create a brand loyalty to Alliance Parts akin to the loyalty truck owners feel for name-brand parts, by offering quality products at highly competitive prices.”

Freightliner established the Alliance Division in late 1997 to provide aftersales support of all Freightliner Trucks, Sterling, Freightliner Custom Chassis Corp., American LaFrance, and Thomas Built Buses products.