SILAO, Mexico—Yokohama Tire Mexico S. de R.L. de C.V., the new Yokohama Tire Corp. sales/distribution subsidiary in Silao, has opened for business has begun billing Mexican customers in pesos instead of dollars.
The next order of business is to set up a "full-fledged" sales, marketing and distribution operation, the tire maker said.
Gary Nash, named last month to head up the Mexican sales initiative in addition to continuing to advise Yokohama's off-the-road tire unit, plans to hire a general manager, sales manager and others locally who will be supported for a time by Yokohama's headquarters staff.
Nash said Yokohama advisors—such as John Cooney (director), Percy Cottle (consumer/commercial) or Joe Garcia (off-the-road)—will help educate and train those hired in Mexico.
The establishment of Yokohama Mexico is an extension of a sales presence in Mexico that started in 2009, Nash said. As a result, Yokohama already has "quite a few reputable" dealers throughout the country, he added, and already has a head start on setting up "systems to accommodate business processes and transactions" common in Mexico.
The firm intends to continue distributing through its existing distributors as well as sell directly to the independent dealer channel.