During the Summer Test Drive Event, the company showed apart from the recently launched Advan Sport V107, the Advan Neova AD09 and the Geolandar X-AT. Nearly 150 participants from European specialized tyre trade made use of the opportunity to literally undergo the perfomance capacity of the new products. Moreover, experts from departments like tyre design, test, and product planning as well as sales were available in order to answer any question in a detailed way. Presenting the new strategy was a further important aspect of the agenda.
Premium strategy
Yokohama’s tyre competence becomes obvious when looking at the list of partners for original equipment. Naturally, Yohohama has intensively cooperated with Japanese vehicle manufacturers. You find companies like e.g., AMG, BMW, Porsche, Volkswagen, and Škoda among European OEMs. American brands like Jeep Chrysler and Dodge RAM also rely on Yokohama’s expertise. It is worth mentionning that there is a close cooperation with the vehicle finisher Brabus, which uses Yokohama’s UUHP tyres with up to 23 inches for rebuilding vehicles with high levels of horsepower.
Three-pillar strategy
In the last quarter of 2021, the tyre manufacturer nominated Gregorio Borgo as President and CEO of Yokohama Europe. This was the very first time that a non-Japanese person received main responsibility for the European headquarters. The experienced tyre expert had worked for Pirelli and Prometeon for a long time. The former President, Hiroyuki Shioiri, will continue working as Chairman and Managing Director for Yokohama Europe. All in all, the responsible managers are working on a three-pillar strategy for Europe. Thus, Yokohama’s business in Europe is supposed to be moved into new dimensions.
The pillar “People“ includes an optimization of the existing organizational structures. The individual markets in Europe as well as the European headquarters will receive a completely new structure. They are meant to react in a more flexible way and to receive more support from the headquarters as well. Depending on market size, new employees will join individidual country teams.
During a conversation with our journal, Jörn Stövesand, Vice-President of the Sales Division, explained that e.g., the sales teams of currently 11 employees is to be doubled in the next six years. During this period, turnover is supposed to be doubled too. A newly designed production facility, which is to be built in Europe, will be a further important module of the strategy. As a consequene, the availability of the new premium products will be guaranteed, which are planned in the second pillar called “Product“.
UHP brand
Yokohama focuses on the ultra-high-performance tyre market in order to achieve these ambitious goals. The slogan: “We are a UHP brand” indicates this line of approach. There has been a continuous growth for sizes from 17 inches upwards in the European market. According to market research, already every second tyre has a size of 17 inches or bigger. This turns out to be especially profitable in the segments 18 inches and bigger. In the premium mix, the product portfolio for passenger cars is to be optimized above all. The tyre family BluEarth offers tyres for volume vehicles. This contributes to safe mobility and thus, has a positive global impact on the environment. The Advan tyre family aims at emotions and passion in the premium market.
The Advan line-up offers sporty tyres for vehicle enthusiasts. The Advan Sport V107 is the flaggship for safe and stable high-speed operations. In the segment Real Sport, hobby racers get their money’s worth. The newly developed Advan Neova AD09 is suitable for racing course and for normal road. The Advan Fleva V781 stands for an alternative in the handling area, whereas a comfort-oriented driver may prefer the silent Advan dB V552. The tyre manufacturer offers the appropriate tyre for any area of use for SUV and off-road enthusiats with the Geolander family of tyres. Geolandar X-AT, which stands for driving fun and safety in the sporty off-road segment, is a new addition to the programme.
Yokohama’s third pillar “Place“ aims at further support for network partners from specialized tyre trade. They are especially important for the tyre manufacturer, as trade partners offer this brand to their customers as a result of their convictions. Due to increasing competence in original equipment, the brand is supposed to become more attractive for the retail market. According to Jörn Stövesand, clients in Europe and Germany have a good quality perception concerning the brand Yokohama.
Unfortunately, brand awareness is still missing. Yokohama will try to draw more car drivers’ attention to the brand by taking part in motorsports events. Moreover, car dealerships are meant to be turned into a further sales channel. Thus, the brand is supposed to become more visible for customers. A cooperation with leasing companies is considered as an important additional measure to increase brand awareness, as they could turn into the key to the premium market.
