The new company unit called Yokohama Off-Highway Tires (YOHT) comprises the international activities of OTR tyres offered by Yokohama und the Alliance Tire Group (ATG) with their tyre brands Alliance, Galaxy and Primex, which Yokohama had taken over four years ago.
YOHT presented not only a new corporate identity but also a new company logo. As of the beginning of the new year, the ATG logo was deleted worldwide. In parallel to changing the visual identity of the company group, the ATG website (www.atgtire.com) will be moved to the one from YOHT (www.yokohama-oht.com). The changes will affect the company’s apps as well. According to people responsible for the company, the new company identity will be made use of in the whole company communication via all digital platforms and print media.
Diversified range of products
“The already announced consolidation of OHT business units will internationally be further supported by the new YOHT identity. As a consequence, Yokohama’s brand value and technological expertise will be joined with the strengths of the companies operating under the name ATG – thus, a strong distribution network, a diversified range of products and an outstanding competitiveness. This rebranding will transform the values of our successful past into a promising future. We are looking forward to being able to present our new corporate identity to our international stakeholders”, says Nitin Mantri, Managing Director. According to Mantri, YOHT will have a global representation with a management team spread over locations in Tokyo, Boston, Amsterdam and Mumbai.
Global production network
The new global company unit will offer a complete range of OHT tyres (including Alliance, Galaxy, Primex), from small tyres for forklifts to extra-large radial off-road tyres. YOHT will be supported by the global production network of the Yokohama Group offering off-highway tyres with eight plants in four countries as well as three R&D centres in Japan, India and the USA.
At the moment, a new plant is being built in Visakhapatnam/India. The factory is to achieve a daily production capacity of 55 tons, the investment volume consists of 165 million US dollars. The inauguration is planned for the first quarter in 2023. Yokohama’s management plan identifies off-highway tyres as growth drivers. The production unit in the industrial area Atchutapuram in Andhra Pradesh is close to the harbour in Visakhapatnam, which the people in charge consider as an ideal location for exportation. The factory premises cover a total area of about 320,000 square metres, and thus, will offer enough room for future expansions.
