FULLERTON, Calif. – On Nov. 24, 1969, Yokohama Tire Corp. (YTC) opened its doors in Los Angeles, Calif. Forty years later, after launching industry standard-setting tread designs, performance tires and the world’s first eco-conscious orange oil-infused tire, YTC remains at the forefront of tire innovation. Now, the company asserts its technological strengths more than ever to make highly advanced products while protecting the environment, according to Takao Oishi, YTC president and CEO.

“Consistent with the Grand Design 100 plan by our parent company, the Yokohama Rubber Co. Ltd. in Japan, our philosophy in the U.S. is to embrace corporate social responsibility with a focus on a triple bottom line,” Oishi said. “This triple bottom line consists of the economy, society and environment. Specific to environmental stewardship, we are affecting positive changes in our manufacturing processes, materials and product performance. Our overall corporate goal is to deliver the best products at competitive prices and on time while minimizing impact to our planet.”

Prime examples of Yokohama’s successful blend of technology and environmentalism is its orange-oil-based dB Super E-spec passenger tire, which went on sale in the U.S. in July 2009. Additionally in 2009, the ADVAN ENV-R1 orange oil race tire debuted. The ADVAN ENV-R1 returns in 2010 as the Official Spec Tire of the Patrón GT3 Challenge by Yokohama race series.

“Indeed, performance is in the DNA of Yokohama’s heritage,” Oishi remarked. “In the U.S. and abroad, Yokohama is recognized for its ultra high-performance tires, especially the iconic ADVAN brand, which YTC began selling in the U.S. in 2005. YTC launched its newest member of the ADVAN family, the Neova AD08, in May 2009.”

“Our ADVAN line and other performance tires have been one of the keys to our success in the U.S.,” Oishi continued. “We are celebrating 40 successful years here and we have never compromised on performance and never will. Our customers demand it.”