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SEMA Show Preview: Yokohama plans to keep booth hoppin'

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New tires, a celebrity racer and cool cars will be showcased at the Yokohama Tire Corp. booth during the four-day SEMA (Specialty Equipment Market Association) Show in Las Vegas next week. Even a blackjack tournament is scheduled.

"Our booth (#40709 in the Las Vegas Convention Center) has been redesigned to highlight our 'Innovative Engineering Spirit' theme and to spotlight our tire lines, making them more accessible for attendees to see," says Fred Koplin, Yokohama's director of marketing. "We'll have the full range, from our Advan flagship line to our newest tire, S.drive. We'll even have a passenger jet tire on display."

Highlights of Yokohama's show presence will include:

* the launch of S.drive tire line, which features nanotechnology.

* the debut of Avid W4s. Since launching in 1997, the Avid family of tires has sold more than 10 million tires.

* Cameron Steele. The off-road racing champion, along with his Desert Assassins trophy truck, will be in the booth. The truck will be outfitted with Yokohama Geolandar A/T-S 37-inch concept tires.

* the "Beat the Odds" blackjack tourney. On, Wed., Nov. 1, from 5 p.m. to 7:30 p.m., about 40 tire dealers will vie for big prizes in this single-hand elimination contest. Prizes are a 2007 Lotus Exige S (with Yokohama Advan A048 tires on it) for first place, and $5,000 and $1,000 in casino chips for second and third place, respectively.

In addition to the Lotus Exige, a Hummer H2 with Parada Spec-X 325/35R28 tires, BMW 650i with Advan Sports and Infiniti M45 Kenstyle with new S.drive tires also will be on hand.

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