What benefits will the plant in Mexico bring to your North American customers?
This plant represents additional capacity for a region that is hungry for it. So, the benefit to our North American customers is new and added production in the region. That proximity will improve our ability to serve .
Do you expect to alter the mix of products at the other two U.S. plants once the plant goes online?
The new plant has the capability to produce passenger, light truck and high-performance tires in the sizes needed to fulfill the needs of the North American market. This will include LT-metric and higher load ratings and diameters. This is an expansion of production capacity for the region in order to support both our North American and global growth plans. We expect our other two U.S. plants to continue to produce high quality tires for use in our market and contribute to these goals.
How does the new plant speak to Yokohama's commitment to the North American tire market?
Our new plant underscores our unwavering commitment to North American market partners, enabling us to respond swiftly to local demands and ensure prompt delivery to our valued partners across the region.
Could you describe your electric-vehicle (EV) strategy?
We launched the Advan Sport EV All-Season tire earlier this year because we see an underserved segment and a market opportunity. There was an unmet consumer need amongst EV owners in the market and this tire provides a tremendous value as an OE alternative, especially in terms of longevity.
The future growth rate of EVs is a point of contention amongst some, but make no mistake, the number of EVs on the road will continue to grow. Therefore, the challenges that EVs place on tires including heavier loads, higher torque, rolling-resistance requirements, cabin-noise expectations, handling characteristics, etc., are not going away. We think we're uniquely qualified to meet those challenges and exceed consumer needs today and into the future.
What are some of the pleasant surprises in the industry?
People are driving more again, and we are seeing an increasingly informed consumer base researching and learning more about the tires they choose for their vehicles. These are positive trends for Yokohama, as we are committed to delivering high-quality tire solutions that excel in performance and provide exceptional value, allowing a consumer to optimize their return on investment.
Has artificial intelligence (AI) begun to impact business?
The journey of learning and adapting with AI is an ongoing one at Yokohama. As we harness this transformative technology across multiple areas of our business, it is important for us to stay open-minded and continue to make smart choices. By doing so, we can continue to enhance our product performance, foster highly engaged teams, and empower our partners, ensuring sustainable growth and success.
How do you get your customers to embrace sustainability?
Embracing sustainability benefits not only the environment but can also enhance a dealer's reputation and customer loyalty. The industry as a whole must continue to prioritize green initiatives and increase awareness on sustainable practices. Yokohama is committed to sharing information and working closely with all market participants to educate and emphasize the benefits of making eco-friendly decisions.
Are they any planned upgrades to either of the U.S. plants?
We broke ground on a new consumer tire plant in Saltillo, Mexico, earlier this year which will provide additional capacity for the North American market. As far as Mississippi is concerned, we continue to see great progress. The product offering continues to expand and that near source capability allows us to better serve our customers.
What are some of the challenges of the industry?
The tire industry faces a dynamic landscape where technological advancements, environmental concerns and consumer expectations intersect.
For instance, developing tires that meet the performance demands of the growing EV and autonomous vehicle (AV) market—such as higher load-bearing capacity, lower rolling resistance, and improved traction—while incorporating sustainable alternatives (like natural rubber or recycled content) is a very complex task. Adapting to these challenges and finding the right balance will help ensure a robust and forward-looking industry.
What do you want tire dealers to know about the company that they may not know?
Yokohama has been doing business in the United States for more than 50 years. We believe we are unique in the way that we partner with our customers and remain committed to finding and executing mutually beneficial solutions.
