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2019 Newsmakers: Yokohama Tire Corporation

Yokohama swept the New Product Awards tire category at the 2019 SEMA Show. Now, find out what’s in store for the company in 2020.


Tire Review is showcasing 2019 “Newsmakers” — companies that have made headlines in the past year with tire-related news about new technology, plant openings, marketing initiatives, dealer program updates, product launches and more — that made the list as determined by top engagement on tirereview.comAfter a brief overview of each Newsmakers’ newsworthy item(s), you’ll find a company executive’s answer to this question: What can dealers expect from your company in 2020, highlighting key dealer-focused initiatives, programs and events?


News in 2019

Yokohama swept the New Product Awards tire category at the 2019 SEMA Show with its Geolandar X-AT extreme all-terrain tire named the “Best New Tire,” and the UHP Advan Apex as well as the Geolandar X-CV, the company’s luxury SUV and crossover tire, earned runner-up awards. This year was a landmark year for Yokohama, which launched nine new consumer tires, including the X-AT, Apex and X-CV. Yokohama is also celebrating its 50th anniversary in the U.S. this year.


Andrew Briggs, Vice President of Marketing and Product Management:

“2019 was a landmark year for Yokohama Tire Corporation, especially in terms of new products. We launched nine new consumer tires, and our efforts culminated in Yokohama sweeping the tire category in the SEMA New Products awards at the SEMA Show.  It’s the first time that’s ever happened in the 40-plus years of the SEMA awards, and it’s a true testament to the strides we’ve made in terms of our product development.  In addition to the nine tires on the consumer side, by the end of 2019 we will have brought three new TBS tires and three new OTR applications to market.

“We will continue the momentum in 2020, especially in the commercial segment, where several new tires will debut. There will also be new products in consumer and OTR, plus a few enhancements to our associate dealer program.


“Motorsports is in Yokohama’s DNA and plays a big part in our consumer tire development. Our rich racing heritage will hit all cylinders in 2020 with an extensive list of North American-based motorsports activities, both on- and off-road. Our diverse racing endeavors will cover a wide variety of disciplines, including our longstanding sponsorship of the IMSA Porsche GT3 Cup Challenge USA by Yokohama (for the 12th consecutive season) and the Porsche GT3 Cup Challenge Canada by Yokohama (fifth consecutive season).

“New for 2020, we will add to our on-road portfolio under the ADVAN banner as the title partner and exclusive tire provider for the Porsche Sprint Trophy USA West and Porsche Air-Cooled Cup USA series, as well as the Porsche Sprint Trophy USA West Invitational.  We’ll also be returning to the desert with a new Trophy Truck off-road team and a new Ultra 4 effort to showcase the strength of the Geolandar brand.


“For the third straight year, we are partnering with Porsche Motorsport North America and the Pikes Peak International Hill Climb as the sponsor and exclusive tire supplier for The Porsche Pikes Peak Trophy by Yokohama.

“Our motorsports docket also features a second straight season with Subaru Motorsports USA, including the Subaru Rally Team USA’s campaign in the American Rally Association series.

“Also on tap are Nitro Rally Cross (NRX) the Global Time Attack and Super Lap Battle USA, TrophyLite, Yokohama NORRA Mexican 1000 and 500, and a return to the Crandon World Championship, so we are looking forward to an exciting, competitive 2020 season.


“2020 is shaping up to be another stellar year with more new products, more new activities and more platforms for our brand to shine.”

For more of Tire Review’s 2019 Newsmakers, click here.

Check out the rest of the December digital edition of Tire Review here.

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