Yokohama launches Advan brand throughout the world

Geneva, Switzerland–Yokohama Rubber is integrating its top brands around the world under the Advan name. Yokohama will use the Yokohama Advan name on its best tyres in the replacement, sport and Original Equipment markets in every region of the world, according to Kazuyoshi Sekiguchi, marketing manager in Yokohama’s European office. Advan will be used in conjunction with the Yokohama name for the foreseeable future, said Sekiguchi.

Sekiguchi said Yokohama has been using the Advan name in Japan for over 25 years, but only in the…

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