Alliance, one of the leading tire brands in the off-highway tire segment from the Yokohama-ATG group is celebrating 70 successful years in the industry. To commemorate the special occasion, the brand has launched the campaign “Always by Your Side” for customers and partners across the globe. The campaign highlights the strong bond that Alliance has with its customers and focuses on how multiple generations of farmers have shown their trust in the products and have chosen it as their reliable partner who stands by their side through thick and thin.

Alliance, backed by a rich legacy coupled with continuous innovations and advanced research, is an industry leader and the go-to choice for customers in the agricultural and forestry segments. Over three decades of expertise in radial technology and a global presence in more than 120 countries, Alliance remains at the forefront, driving trust, excellence, and commitment in the industry.

Alliance offers a comprehensive portfolio of tires with world-class technologies like Agriflex Technology, SLT Technology, and ELIT Technology. The brand also offers an extensive range of radial, bias, and solid tires that are specifically engineered for sectors such as construction, material handling, lawn garden, and turf, etc.

Angelo Noronha, President & CEO - Yokohama-ATG, commented, “We are extremely happy to celebrate 70 glorious years of Alliance in the off-highway tire segment and are thrilled to launch the “Always by Your Side” campaign globally. It honors the strong ‘alliances’ we have built and nurtured with our trusted customers and partners over the years”

"The campaign also talks about the quality, excellence, and commitment that the Alliance brand offers to its customers. Our extensive on-ground service teams worldwide play a crucial role in keeping this commitment, ensuring we are always there to offer support" added Noronha.

Alliance’s – ‘Always by Your Side’ campaign will run through 2025, and as part of this exercise, the brand plans to felicitate top customers and partners globally. The campaign also aims to reinforce Alliance’s position as a trustworthy and dependable brand that is always ready to deliver custom-made solutions for its customers and partners.

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Alliance Celebrates 70 Glorious Years in the Off-Highway Tire Sector Launches Special Campaign – “Always by Your Side”