Alliance Tire Americas Now Yokohama Off-Highway Tires America - Tire Review Magazine

Alliance Tire Americas Now Yokohama Off-Highway Tires America

Yokohama Rubber Co. Ltd. says it created YOHT to consolidate its OTR tire businesses across the globe with the Alliance, Galaxy and Primex brands.

Alliance Tire Americas, Inc. is now Yokohama Off-Highway Tires America, Inc. (YOHTA), the U.S. sales and marketing arm of Yokohama Off-Highway Tires (YOHT).

Yokohama Rubber Co. Ltd. says it created YOHT to consolidate its OTR tire businesses across the globe with the Alliance, Galaxy and Primex brands it acquired when the company purchased Alliance Tire Group (ATG) four years ago.

YOHT recently released a new corporate identity and logo, which the company says draws on the 100-plus-year legacy of Yokohama while underlining its own distinct space in the off-highway market segment. The ATG trademark ceased to exist on Jan. 1, 2021 globally.

Along with the new company structure and visual identity, the website has been migrated to Yokohama OTR and ATG apps are also being rebranded and the updated versions will be available on the Google and Apple app stores. The new identity will be reflected on all digital and print communications platforms through 2021.

YOHT will have a global footprint, with its leadership team based in Tokyo, Boston, Amsterdam and Mumbai. The new, unified global entity will offer a full range of OHT tires—from small forklift tires to ultra-large radial OTR tires—to meet a wide range of customer needs in construction, industrial, agricultural and forestry, the company says. YOHT will be supported by Yokohama Group’s global off-highway tire production network of eight plants in four countries and three R&D facilities in Japan, India and the U.S.A.

In the U.S., the Yokohama OTR tire sales and customer support team now report to Yokohama Off-Highway Tires Americas, Inc. (YOHTA) president Dhaval Nanavati, who also oversees the Alliance, Galaxy and Primex business. The new company combines ATA’s four U.S. warehouses with two Yokohama distribution facilities in Columbus, Ohio, and Auburn, Georgia.
YOHTA is based at the existing Alliance Tire Americas headquarters in Wakefield, Massachusetts, supported by staff across the country.

“Our customers will continue to enjoy the strong relationships they have built over years of selling Yokohama OTR, Alliance, Galaxy and Primex tires, and will benefit from the expanded opportunities in product line, logistics, manufacturing capabilities and market expertise that YOHTA brings,” Nanavati said. “Combining the brands under YOHTA brings in Yokohama’s Tier 1 OTR tires to provide a wide range of application solutions and increases the number of SKUs to nearly 4,000 tires and sizes—from Yokohama’s massive radial OTR tires to the Galaxy lineup of mighty skid steer and forklift tires, and everything in between.”

You May Also Like

Straightaway Tire brings on industry vets to promote training initiatives

John Wafler and Jason Servidio will drive platform-wide internal training initiatives for Straightaway Tire.


O2 Investment Partners revealed that Straightaway Tire & Auto, an independent, full-service aftermarket automotive repair and service platform, has retained John Wafler and Jason Servidio to drive platform-wide internal training initiatives.

Wafler will oversee all area manager and general manager training. Previously, he spent more than two decades with RLO Training as a BLIG facilitator. According to O2 Investment Partners, he has "helped hundreds of shop owners realize the full potential of their businesses through his hands-on coaching."

TyreXpo Asia 2024 confirmed for Bangkok

The event is expected to attract over 4,000 international attendees from around 60 countries.

Hamaton to relocate its European distribution hub in Germany

The new location, still located on the Siemensring business park, will provide increased storage space and more.

Hankook Tire’s Rob Williams on leveraging momentum for global expansion

The company’s North America president tells all regarding product philosophy, dealer growth strategy, and what responding to the tire market means in 2024.

Bill Ziegler, Ziegler Tire president, dies

Bill spent 48 years with Ziegler Tire, most recently as president.


Other Posts

Pirelli marks 50 million tires manufactured at Mexico plant

Since 2012, Pirelli has invested over $900 million in the plant.

Falken tests new R/T, M/T tires at The King of the Hammers

Seven different competitors fit their vehicles with Wildpeak tires.

Yokohama Rubber commits to SBTi validation for sustainable targets

This commitment letter pledges to set and submit targets that are aligned with the SBTi’s target-setting criteria within two years.

Michelin sees steady sales volume in 2023 YOY, increases NA market sales

The company said sales for the year amounted to approx. $30.6 billion, down a slight 0.9% from 2022.