Yokohama rolls out new ad campaign

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Yokohama Tire Corp. is targeting the enthusiast market with its recently introduced ad campaign.

The campaign will key on the appearance of Yokohama tires and, more importantly, their performance capabilities, say Yokohama officials.

The ads will run in a variety of consumer enthusiast magazines like Automobile, Car & Driver, Four Wheelers, Popular Hot Rodding, Road & Track, Sport Compact Car and others.

The Yokohama brand enjoys 1.5% of the United States replacement passenger tire market, according to Modern Tire Dealer data.

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