I think if they start a brand they should do some better research on brand names.
Alliance Parts is a brand of Daimler Trucks North America LLC, a Daimler company.
And these guys make brake parts, but I don't think they make the brakes from this thread.
So I'm pretty sure there would be some infringement here.
It's confusing to say the least...
(for reference
Alliance Brand Parts -- Truck Parts and Accessories)