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Alliance Tire Becomes Yokohama Off-Highway Tires America

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Yokohama Off-Highway Tires has unveiled a new corporate identity and logo, "which draws on the 100-plus-year legacy of Yokohama, while underlining its own distinct space in the off-highway market segment," say Yokohama officials, who add that the Alliance Tire Group trademark ceased to exist on Jan. 1, 2021, on a global basis. (Pictured, an Alliance ag tire on a tractor.)

Alliance Tire Americas Inc. is now Yokohama Off-Highway Tires America, Inc. (YOHTA), the U.S. sales and marketing arm of Yokohama Off-Highway Tires (YOHT).

Yokohama Rubber Co. Ltd., created YOHT to consolidate its OTR tire businesses across the globe with the Alliance, Galaxy and Primex brands it acquired when the company purchased Alliance Tire Group (ATG) four years ago.

YOHT has unveiled a new corporate identity and logo, "which draws on the 100-plus-year legacy of Yokohama, while underlining its own distinct space in the off-highway market segment," say Yokohama officials, who add that the ATG trademark ceased to exist on Jan. 1, 2021, globally.

"Along with the new company structure and visual identity, the www.atgtire.com website has been migrated to www.yokohama-oht.com. Yokohama OTR and ATG apps are also being rebranded and the updated versions will be available on the Google and Apple app stores. The new identity will be reflected on all digital and print communications platforms through 2021."

In the United States, Yokohama's OTR tire sales and customer support teams now report to YOHTA President Dhaval Nanavati, who also oversees the firm's Alliance, Galaxy and Primex business.

The new company also combines ATA's four U.S. warehouses with two Yokohama distribution facilities in Columbus, Ohio, and Auburn, Ga. YOHTA is based at the existing Alliance Tire Americas headquarters in Wakefield, Mass. 

"Our customers will continue to enjoy the strong relationships they have built over years of selling Yokohama OTR, Alliance, Galaxy and Primex tires, and will benefit from the expanded opportunities in product line, logistics, manufacturing capabilities and market expertise that YOHTA brings," says Nanavati.

"Combining the brands under YOHTA brings in Yokohama's tier-one OTR tires to provide a wide range of application solutions and increases the number of SKUs to nearly 4,000 tires and sizes - from Yokohama's massive radial OTR tires to the Galaxy lineup of mighty skid steer and forklift tires, and everything in between."

 

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