FULLERTON, CA -- Yokohama Tire has unveiled a new series of trade ads showcasing its new corporate identity.

According to Jim MacMaster, Yokohama executive vice president, business division, the new corporate branding campaign is designed to target key influencers, such as OEM and aftermarket executives.

“Yokohama is a global brand with Japanese innovation and craftsmanship at its core, and these trade ads represent our values and personality,” said MacMaster. “By carrying our overall ‘Uncompromising Performance’ message, we’re able to convey that innovation, craftsmanship and safety are all part of the Yokohama story.”

Within the last year, Yokohama has signed long-term agreements to sponsor the Los Angeles Auto Show and the Pebble Beach Concours d’Elegance. These prominent events, along with the new ads, are all part of the company’s plan to use new media to convey the company’s unique heritage and global appeal, MacMaster said.

Besides trade ads, another new series of ads – directed at what MacMaster called, “our most important audience, the American consumer” – will be launched later in the spring.

For more information about Yokohama Tire, go to: www.yokohamatire.com.

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