Yokohama Tire Corp. is breathing new life into its Advan line, Fardad Niknam, Yokohama’s senior director of product marketing and planning, told Modern Tire Dealer during this week’s Specialty Equipment Market Association (SEMA) Show. Four out of the nine new tires that Yokohama introduced in 2019 are Advan products, he said. These include, among others, the Advan Sport A/S+, an ultra-high performance tire, and the Avid Ascend LX, a premium touring tire that is available in nearly 40 sizes.
As part of Yokohama’s Advan strategy, Niknam says the tiremaker will accelerate new product development, bringing tires to market much faster than in the past. “You can’t have a product lifecycle for a decade,” he noted. “We will have a very young product portfolio.”
Yokohama also will aggressively expand the Advan family’s overall size line-up next year. “We are already developing additional sizes,” said Niknam.
To promote the Advan line, Yokohama will host – and participate in - customer and product showcase events in different regions of the United States, including ride-and-drives, throughout 2020.
Advan tires are featured prominently inside Yokohama's 2019 SEMA Show display, which also celebrates the company's motorsports heritage.