The Yokohama Rubber Co announced in October 2020 that it will consolidate its various off-highway businesses into one single entity – Yokohama Off-Highway Tires (YOHT). This includes Yokohama’s off-the-road (OTR) tire businesses across the globe and Alliance Tire Group (ATG) with its renowned tire brands Alliance, Galaxy, and Primex, which Yokohama bought four years ago.
YOHT released a new corporate identity and a new corporate logo, that draws on the 100 years plus the legacy of Yokohama while underlining its own distinct space in the Off-Highway segment. As a result, the current trademark of ATG will cease to exist from the 1st of January, 2021 globally.
With the above change in the visual identity of the group, the website www.atgtire.com will now be migrated to www.yokohama-oht.com. Similar changes are being done for the apps available on Google and Apple app stores. The new identity will start reflecting on all communications through the year 2021 on all digital and print platforms.
Nitin Mantri, the Director, said,
“The consolidation of OHT businesses declared earlier will be strongly supported by the new identity of YOHT globally. This will result in closer integration of the brand equity and technological expertise of Yokohama with the strengths of companies grouped under ATG; namely – a strong sales network, a diverse product lineup, and superior cost competitiveness. This rebranding exercise collectively reflects our successful past while embracing new-age values. We are excited to showcase this corporate identity to our stakeholders across the globe.”
YOHT will have a global footprint with the leadership team based in Tokyo, Boston, Amsterdam, and Mumbai. The new unified global entity will offer a full-range of OHT tires (including Alliance, Galaxy, Primex), from small forklift tires to ultra-large ROTR (radial off-the-road) tires, to meet a wide range of customer needs for construction and industrial vehicles as well as agricultural and forestry machinery. YOHT will be supported by Yokohama Group’s global off-highway tire production network of eight plants in four countries and three R&D facilities in Japan, India, and the USA.