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Yokohama launches commercial tire campaign

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Yokohama Tire Corp. has unveiled an advertising push targeting commercial tire dealers, fleet owners and truck operators.

The SmartSolution program will consist of print advertising, dealer materials and a dedicated Web site. It is built on four pillars, according to John Cooney, Yokohama director of commercial tire sales:

1. Longevity. "Considering that tires are a long-term investment, the brands that deliver the longest life and most even wear yield greater returns," he says.

2. Efficiency. Yokohama has eight truck tires on the U.S. Environmental Protection Agency's SmartWay list, he explains. "These are tires that have been verified for their low rolling resistance and deliver superior fuel efficiency."

3. Availability. "Yokohama tires are available for purchase at thousands of points of sale throughout the U.S. Should the customer encounter a problem while on the road, we have them covered with our Yokohama Emergency Service dedicated roadside assistance program."

4. Dependability. "Our innovative casing technology allows us to predict casing growth and manage stresses better... but our dependability extends beyond our tires," says Cooney. "We work hard to build long-term partnerships with our customers based on trust and mutual respect."

Tires are the third-largest operating cost for most fleets, he explains. "They have to make sure these assets are not only highly productive but have a long service life, as well. SmartSolution unifies the benefits that Yokohama commercial products offer."

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