In addition, another new series of ads, directed at American consumers, will be launched later in the spring, according to Jim MacMaster, executive vice president of Yokohama’s business division.
"Our fresh, corporate branding campaign in automotive and tire trades targets key influencers, such as OEM and aftermarket executives,” said MacMaster.
"Yokohama is a global brand with Japanese innovation and craftsmanship at its core, and these trade ads represent our values and personality," he added. “By carrying our overall ‘Uncompromising Performance’ message, we’re able to convey that innovation, craftsmanship and safety are all part of the Yokohama story."
Within the last year, Yokohama has signed long-term agreements to sponsor the Los Angeles Auto Show and the Pebble Beach Concours d’Elegance. These events, along with the new ads, are part of Yokohama’s overall marketing strategy, MacMaster said.