Yokohama unveils new logo for new off-highway business division

Yokohama Rubber Co, which in October 2020, has announced it would consolidate its various off-highway businesses into one single entity – Yokohama Off-Highway Tires (YOHT). This includes Yokohama’s off-the-road (OTR) tyre businesses across the globe and Alliance Tire Group (ATG) with its tyre brands Alliance, Galaxy and Primex, which Yokohama bought four years ago. 

YOHT has released a new corporate identity, a new corporate logo, that draws on the 100- year plus legacy of Yokohama while underlining its own distinct space in the Off-Highway segment. As a result, the current trademark of ATG has ceased to exist from January 1, 2021 globally.

Nitin Mantri, director - YOHT America, said, “The consolidation of OHT businesses announced earlier will be strongly supported by the new identity of YOHT globally. This will result in closer integration of the brand equity and technological expertise of Yokohama with the strengths of companies grouped under ATG; namely - strong sales network, diverse product line up and superior cost competitiveness. This rebranding exercise collectively reflects our successful past while embracing future aspirations. We are excited to showcase this corporate identity to our stakeholders across the globe.”

YOHT will have a global footprint with the leadership team based in Tokyo, Boston, Amsterdam and Mumbai. The new unified global entity will offer a full-range of OHT tires  from small forklift tyres to ultra-large ROTR (radial off-the-road) tyres, to meet a wide range of customer needs for construction and industrial vehicles as well as agricultural and forestry machinery. YOHT will be supported by Yokohama Group’s global off-highway tire production network  of  eight plants in four countries and three R& D facilities in Japan, India and USA.