The Best New Tires at 2019 SEMA Show All Belong to Yokohama

Nov. 5, 2019

Only one tire can be crowned the "best new tire" at the Specialty Equipment Market Association (SEMA) Show each year. Two others take home the runner-up recognition. In 2019, all three of those winning tires belong to Yokahoma Tire Corp. The Geolandar X-AT extreme all-terrain tire was named the “best new tire," and the Advan Apex, in the ultra-high-performance category, and the Geolandar X-CV for luxury SUVs and crossovers were both named runners up.

To be considered a best new product in a category, the product must have been introduced sometime after the 2018 SEMA Show, and be available for shipment within 90 days of the close of the 2019 SEMA Show. There's one category focused on tires -- "tire and related equipment." 

“Winning a prestigious SEMA new product award is a major achievement, but sweeping the category is unprecedented and a testament to the strides we’ve made in terms of our new products,” said Andrew Briggs, vice president of marketing and product management for Yokohama. “2019 has been a watershed year for Yokohama as we’ve launched nine new consumer tires, including the X-AT, Apex and X-CV.”

Here's a quick look at the three winners:

Best new tire: The Geolandar X-AT is an extreme all-terrain tire designed for pickup trucks, Jeeps and SUVs. It comes in 27 sizes, ranging from 15 to 22 inches. Yokohama says the tire offers off-road performance without sacrificing on-road comfort, and a 45,000-mile treadlife warranty. Plus, it includes load range F sizes for heavier carrying capacities and a dual sidewall design, which allows the consumer to choose the appearance they like the best.

The runners up:

The Advan Apex was developed for the North American market. The Y-rated Apex is available in 44 sizes, ranging from 17- to 20-inch fitments. The Apex also includes a 25,000-mile limited tread warranty (12,500-mile on staggered fitments). The tire is built upon the legacy of Yokohama’s UHP products, including the A008, AVS Intermediate, AVS Sport and Advan Sport V105. The Apex offers enhanced wet and dry performance, while providing a refined experience for a wide range of sports cars, high-end performance vehicles and American muscle cars.

The Geolandar X-CV is for luxury SUV and crossover owners. Yokohama’s X-CV fills the need in this  space with 23 W-speed-rated sizes, covering nearly all 18- to 22-inch luxury SUV/crossover fitments. It’s specifically engineered for luxury SUVs and crossovers, and is built for long-lasting, powerful all-season traction and braking.

For more information on Yokohama’s broad product line, visit