Yokohama Tire Corp., the tire sponsor of the Los Angeles Auto Show, plans to have its biggest presence ever at the upcoming 2011 edition, Nov. 18-27 at the L.A. Convention Center.

Now in its sixth year as "official tire sponsor," the tiremaker said it will focus on "technology, sustainability and social media" at its booth.

“We are certainly bringing a large number of elements to the show this year,” said Alan Holtschneider, advertising, promotions and events manager. “We will have the North American preview of the Avid Ascend, the first mass-produced tire utilizing eco-friendly orange oil technology, as well as daily social media-driven consumer contests, a 115-foot-long ‘living wall,’ a series of performance-tuned cars, and two interactive glass windows consumers can use to learn about tires.”

The Avid Ascend is the next-generation orange oil-infused tire, following Yokohama’s dB Super E-spec tire. Yokohama said that the Ascend’s orange oil technology “creates a compound resulting in remarkable mileage, all-season performance and low rolling resistance for superb fuel efficiency. The Ascend goes on sale in March 2012.”