Yokohama launches BluEarth Brand

ERJ staff report (DS)

Geneva, Switzerland -- Yokohama Rubber has launched its BluEarth brand in Europe, saying the brand represents a family of tyres which consume less resources than previous generations, both in terms of manufacture and in terms of on-going use and life.

BluEarth will be a brand within Yokohama, in a similar concept to the Advan brand, which represents the peak of performance. The BluEarth brand will represent tyres which employ materials conservation technologies, including recycled rubber; a plastic innerliner produced by Exxon, reduced weight and other technologies. For example, the early versions of the BluEarth tyre reduce weight by 17 percent compared to their predecessors, while some higher performance tyres save up to 25 percent of weight.

As the first product in the series, the flagship product BluEarth-1 will be available from April 2011. Yokohama Rubber plans to promote the series globally - not only in Europe, but throughout the world.