What Diesel Forward does

Alliant Power, formerly Diesel Forward, is a US-based specialty distributor and service provider for diesel powertrain components, founded in 1961 and headquartered in Windsor, Wisconsin. The company sells parts across the full diesel air-fuel-aftertreatment stack — air systems, engine systems, filtration, fuel systems and injectors, and exhaust gas aftertreatment (DPF/SCR) — supplemented by proprietary offerings such as Total Package Fuel Contamination Kits, Alliant Power Fuel Treatment, and a Remanufactured Parts program. It complements parts distribution with professional repair services delivered through five company-owned service centers (Denver, Eugene, Fort Lauderdale, Phoenix, Windsor) and a specialized marine fuel-injection and turbocharger capability in Fort Lauderdale.

The business runs a hybrid go-to-market model: direct-to-customer e-commerce via parts.alliantpower.com, company-operated service centers, a nationwide independent dealer network, and eight distribution warehouses across Arizona, California, Colorado, Florida, Massachusetts, Oregon, Wisconsin, and Ontario, Canada. Pricing is quote-based and not publicly disclosed. Customers are organized horizontally into diesel engine operators (primary), commercial fleet operators managing powertrain downtime, and heavy-equipment/off-highway customers; the company also publishes application guides for school bus, agricultural, and marine applications. Technical resources — digital parts catalogs, sensor and turbocharger application guides, technical bulletins, and a Diesel Technician Training program — are positioned to reinforce service differentiation.

Revenue mechanics combine transactional parts sales through the e-commerce storefront and dealer channel with higher-touch labor revenue from the owned service centers and pump/injector repair network. Leadership is dual-CEO: Steve Bailey (CEO and Chairman) and Houman Kashanipour (CEO and President). The company is privately held with no disclosed parent, no external funding rounds, and no AI/ML differentiation signals — its competitive position is grounded in 60+ years of brand reputation, factory-trained technician talent, and a dense North American parts-and-service footprint rather than technology-led moats.

Name

Diesel Forward

Website

https://dieselforward.com

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

101–250 employees

Short description

Alliant Power (formerly Diesel Forward), founded in 1961 and headquartered in Windsor, WI, distributes OEM and remanufactured diesel powertrain parts and provides factory-trained repair services across air, fuel, filtration, and aftertreatment systems through US warehouses, five service centers, and a dealer network serving commercial fleet, heavy-equipment, and individual diesel operators.

Ownership category

akta.pro rank

Product category

Diesel Powertrain Parts and Repair Services

NAICS

Motor Vehicle Transmission and Power Train Parts Manufacturing (33635), Engine, Turbine, and Power Transmission Equipment Manufacturing (3336)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Powertrain, Engine & Drivetrain Parts Distribution (New/Reman) (TLAKAOAE)

akta.pro secondary industries

Fuel System Component Rebuild/Remanufacturing (Injectors, Pumps, Common Rail) (TLAKALAF), Diesel Engine Service & Repair (EDAOAEAE)

Keywords

• Diesel engine parts
• Fuel injection service
• Turbocharger repair
• Powertrain components
• Heavy duty truck service

Headquarters

HQ city

Windsor

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Distribution channels3 records

Marketing channels4 records

Core offering

Diesel Forward (rebranded as Alliant Power in November 2022) supplies diesel engine components and fuel systems, including OEM and aftermarket parts, remanufactured parts, and a portfolio of factory-trained technician repair and maintenance services. The company operates dedicated parts warehouses across the U.S. and Canada plus five company-owned service centers, offering a one-stop powertrain repair solution for commercial trucks, heavy equipment, marine, and other diesel-powered applications.

Product overview

Alliant Power (formerly Diesel Forward) is a provider of premium powertrain repair components and services for diesel engines. The company offers a comprehensive portfolio organized into parts sales (engine components, air systems, filtration, fuel systems, exhaust aftertreatment), digital catalogs (application guides for light/heavy duty engines, turbochargers, sensors), professional repair services (engine rebuilds, EGR/DPF repair, diagnostics), and diesel technician training. The offering combines OEM-quality parts with factory-trained technician services across multiple service locations. As a one-stop shop, they provide both the components and the expertise needed for diesel engine maintenance and repair.

Differentiator

Problem solved

Functional benefit

Products and services

• Air Systems Air system components for diesel engines including air filters, intake systems, and related parts, sold through the Alliant Power parts store for diesel engine operators and fleet customers.
• Engine Systems Complete engine system components and replacement parts for diesel engines, distributed through the company's parts warehouses.
• Exhaust Gas Aftertreatment Aftertreatment components including diesel particulate filters (DPF), SCR systems, and emissions-related parts for diesel engines.
• Filtration Filtration products including fuel filters, oil filters, and air filters for diesel engines.
• Fuel Systems Complete fuel system components including fuel pumps, injectors, lines, and related parts for diesel engines.
• Diagnostic & Hand Tools Diagnostic equipment and hand tools for diesel engine troubleshooting and repair.
• Vehicle Components Various vehicle components and accessories for diesel-powered vehicles.
• Total Package Fuel Contamination Kits Comprehensive kits designed to address fuel contamination issues in diesel engines.
• Fuel Treatment Fuel treatment products designed to improve diesel fuel quality and engine performance.
• Remanufactured Parts Remanufactured diesel engine components offering OEM-equivalent performance as a cost-effective alternative.
• Fuel Pump and Injector Service Factory-trained technicians provide fuel pump repair and injector service for diesel engines, available at company service centers.
• General Diesel Service General diesel engine diagnostic and repair services performed at company-owned service locations.
• Heavy Equipment Service Service and repair for heavy equipment powered by diesel engines, including off-highway and agricultural applications.
• Marine Fuel Injection & Turbo Service Specialized marine fuel injection and turbocharger service offered at the Fort Lauderdale, FL location.
• Preventive Maintenance Service Preventive maintenance services to keep diesel engines running optimally and prevent breakdowns.
• Oil & Fluid Service Oil change and fluid service for trucks and diesel vehicles.
• Engine Repair, Rebuild & Overhaul Full engine repair, rebuild, and overhaul services for diesel engines.
• EGR & DPF Repair Exhaust Gas Recirculation (EGR) and Diesel Particulate Filter (DPF) repair services.
• Diagnostics & Electrical Repair Diagnostics and electrical repair services for diesel vehicles.
• Transmission & Clutch Repair Transmission and clutch repair services for trucks.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Dorman Products: Large publicly-traded aftermarket auto and heavy-duty parts manufacturer/distributor with broad product coverage and remanufactured lines—competes with Alliant Power across multiple part categories but at much greater scale and across many vehicle segments.
• Standard Motor Products: Diversified aftermarket parts manufacturer serving engine management, temperature control, and electrical categories across passenger and commercial vehicles—an established broad-line incumbent whose commercial vehicle lines overlap with Alliant Power's parts portfolio.
• Bosch Automotive Aftermarket: Global OEM and aftermarket supplier with deep diesel fuel injection, common rail, and diagnostic systems expertise—competes with Alliant Power in fuel system parts and diagnostic tooling and represents a major technology benchmark in the space.
• Genuine Parts Company (NAPA): Parent of NAPA Auto Parts, the largest US automotive aftermarket distribution network with a heavy-duty NAPA Truck Parts line and remanufactured components—operates at much greater scale than Alliant Power but competes for the same commercial fleet and diesel operator customers.
• Motorcar Parts of America: Manufacturer, remanufacturer, and distributor of aftermarket automotive parts, with a heavy-duty rotating electrical and brake product line—comparable to Alliant Power's remanufacturing and parts distribution model, though with broader vehicle category reach.

Direct peers

• FleetPride: Largest independent distributor of heavy-duty truck and trailer parts in North America with company-operated service centers and a national branch footprint—directly comparable to Alliant Power's hybrid parts-plus-service model across medium and heavy duty diesel.
• TruckPro: Heavy-duty aftermarket parts distributor with hundreds of branch locations across the US, offering parts plus in-house repair services for Class 6-8 trucks—overlapping directly with Alliant Power's heavy duty parts catalog and service offerings.
• Interstate-McBee: Specializes in diesel engine replacement parts for Caterpillar, Cummins, Detroit Diesel, and other heavy-duty platforms, with new and remanufactured fuel system components—a focused direct competitor to Alliant Power's fuel system and engine systems categories.
• Diesel Power Products: Specialty retailer and e-commerce distributor focused on diesel performance and replacement parts for Dodge Cummins, Ford Power Stroke, and GM Duramax platforms—competes with Alliant Power's light and medium duty diesel parts catalogs through a digitally native channel.
• Stanadyne: Manufacturer and remanufacturer of diesel fuel injection systems, fuel pumps, and engine components for on- and off-highway applications—directly comparable to Alliant Power's fuel injection and remanufactured parts product lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCvu3PMH_cbRawXhYXyhYBEA
• Facebookfacebook.com/dieselforwardinc
• LinkedInlinkedin.com/company/dieselforward

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Diesel Forward