By Alex Kapadia
Yokohama is today celebrating 40 years of trading in the US.
The Japanese tyres manufacturer opening its doors for the first time in Los Angeles on 24 November 1969 – it was also the first time the tyres giant had ventured overseas.
Four decades since it Forty years later, Yokohama is still touting its tyre technology and environmental consciousness.
Takao Oishi, CEO and President of Yokohama, said: “Consistent with the Grand Design 100 plan by our parent company, Yokohama Rubber Co. Ltd. in Japan, our philosophy in the U.S. is to embrace corporate social responsibility with a focus on a triple bottom line.
“This triple bottom line consists of the economy, society and the environment. Specific to environmental stewardship, we are affecting positive changes in our manufacturing processes, materials and product performance.
“Our overall corporate goal is to deliver the best products at competitive prices and on time while minimising impact to our planet.
“Performance is in the DNA of Yokohama’s heritage. In the US and abroad, Yokohama is recognised for its ultra high-performance tyres, especially the iconic Advan brand, which YTC began selling in the US in 2005. YTC launched its newest member of the Advan family, the Neova AD08, in May 2009.
“Our Advan line and other performance tyres have been one of the keys to our success in the US. We are celebrating 40 successful years here and we have never compromised on performance and never will. Our customers demand it.”