“Yokohama off-Highway Tires” is a new integrated identity disclosed by Yokohama OTR and ATG


The Yokohama Rubber Company, Limited is a tire company that originated in Tokyo, Japan. On 13th October 1917, the company was originated. The company expanded to the United States in 1969 and named Yokohama Tire Corporation. In Japan Yokohama Tires were replaced with “ADVAN”. ADVAN wheels and tires have a strong presence in the world market. In October 2020 the Yokohama Rubber co Ltd has announced that it will combine its various off-highway business into one single organization, Yokohama off-highway Tires (YOHT). This includes Yokohama’s off-the-road (OTR) tire business across the world and Alliance Tire Group (ATG) with its most famous tire brand Alliance, galaxy, and Primax, which has been acquired by Yokohama about four years ago. 

YOHT today unveiled a new corporate identity, a new corporate logo, that of Yokohama, underlining its distinctive place in an off-highway trademark will disappear globally from 1st of January 2021. 

With the above change in the group’s visual identity, the website www.atgtire.com will now be migrated to www.yokohama-oht.com. Makes a similar change to apps that are available in the Google play store and Apple apps Store. The new identity will begin to be reflected in all digital and print platforms and all communication form 2021. 

YOHT will have a global presence with leadership teams based in Tokyo, Boston, Amsterdam, and Mumbai. The new integrated global entity will offer a full range of OHT tries to meet a wide range of customer needs, from small forklift tires to ultra-large ROTR (radial off-road) tires for the Manufacturing, as well as the Industrial and Afforestation machinery. 

YOHT will behold up to the Yokohama group’s global off-highway tire production network of eight plants in four countries and three R and D facilities in Japan, India, and the USA. 

YOHT America Director Nithin Mantri said, “YOHT’s new identity will strongly support the consolidation of previously announced OHT business globally. This will lead to further integration of Yokohama’s brand equity and technological expertise with the strength of companies grouped under ATG; They are a strong sales network, diverse product range, excellent cost competitiveness. 


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