Yokohama TWS plans to supercharge the growth of its Mitas ag tire brand by making substantial investments on several fronts.
“Our desire is to double our sales of the Mitas brand in the aftermarket and attain similar levels we enjoy in the original equipment (OE) space,” said Lawrence Harmon, regional president, North Central America, Yokohama TWS, before MTD toured the company’s Mitas ag tire plant in Charles City, Iowa.
“To achieve this, we will further develop our dealer network - choosing the right partners that can best articulate the brand’s value proposition. It is our responsibility to work with these dealers to equip them with the knowledge and tools to best represent this brand in the market.
“We are continuously working on new marketing programs, focusing on growing demand for Mitas products to support our dealer network,” Harmon continued. “This year, for example, we will launch our Mitas Traction Rewards dealer program, which offers incredible advantages for its members and training for our aftermarket partners. Product development is also a key part of our growth strategy, with new and exciting sizes to grow Mitas in the marketplace.”
Mitas and Trelleborg “are the two major brands” within Yokohama TWS’ ag tire portfolio. Both are “focused on performance,” with Mitas sold as “a premium ag tire” at a “competitive” price point, according to Andrea Masella, marketing director, NCA agriculture, Yokohama TWS.
Plant investments
The Charles City plant, now Yokohama TWS’ only manufacturing facility in North America, will be a critical component of Mitas’ growth. (The company shuttered its Trelleborg ag tire plant in South Carolina during the first quarter of 2025.)
“Since becoming part of the Yokohama group, the Mitas plant ... has seen three major capital investments, with a fourth scheduled for installation in the third quarter of 2025,” said Dietrich Riedemann, the facility’s manager. “We have made many upgrades and additions” to the 13-year-old facility.
“Looking ahead, we have more advancements scheduled. At the Charles City plant, we are consistently focused on increasing capacity and optimizing our product mix, with a strong emphasis on efficiency."
The plant focuses on producing radial tires for a wide range of agricultural applications.
“While our daily output varies based on product mix and market demand, we currently have sufficient capacity to meet demand across” multiple distribution channels, Reidemann told MTD. “We’re fortunate to have a highly skilled and adaptable workforce that can operate efficiently during both high- and low-volume periods.”
While boosting output is a critical pillar of the plant’s long-term objectives, “we are equally focused on maintaining efficiency and competitiveness in all market conditions. Our goal remains the same: to deliver high-quality products, optimize resources and offer the best value to our customers – all while keeping Mitas pricing competitive with overseas manufacturers.”
The Charles City plant’s location also provides Yokohama TWS with another strategic advantage, according to Tom Rodgers, commercial director, NCA agriculture, Yokohama TWS.
“I think if the last five years have taught us anything, it’s that supply chain disruption is both unpredictable and inevitable. It is costly and creates significant headaches for dealers, farmers and OE producers. By near-sourcing, we can significantly reduce any of the risks” associated with tariffs and supply chain disturbances.
This localized strategy also enables “faster market response and agricultural practice adaptation,” while enhancing shipping efficiency “and access to high-quality, specialty tires without international levies,” said Rodgers.
‘Opportunities to grow’
Mitas is “an almost century-old brand” that has been in the U.S. market for the last two decades, said Rodgers. It enjoys “strong share of market in Europe,” where the brand started.
“For the North American market, our first goal was to earn OE fitments, then to focus on growing the replacement market to support those OE positions.”
Mitas is standard equipment on leading OEMs in the North American marketplace, according to Yokohama TWS officials.
“Today, when receiving a piece of ag equipment such as a tractor, combine, sprayer or grain cart, there is a high likelihood of getting Mitas tires on the machine. In the replacement channel, we see a lot of opportunities for growth in North America as our share in that channel lags our OE share today. We are looking for the right partners who can convey our unique value proposition. We value dealers dedicated to the ag industry who can sell performance and low cost-per-hour.”
The Mitas brand’s growth plans are one component of parent firm Yokohama Rubber Co. Ltd.’s global strategy, said Harmon.
“Yokohama has continued to invest heavily in the off-highway tire market ... at a time when we see other manufacturers scaling back or leaving this space. We are fully committed to the market and see wonderful opportunities for the future.”
