Yokohama Tire Corporation
Yokohama Tire Corporation is the North American manufacturing and marketing arm of The Yokohama Rubber Co., Ltd., producing consumer, commercial, motorsports, and EV-specific tires across eight sub-brands including ADVAN, GEOLANDAR, AVID, and BluEarth. It serves passenger, light-truck/SUV, fleet, and motorsports customers through an extensive US dealer network and two manufacturing plants in Virginia and Mississippi.
- Company typePrivate
- Founded1969
- HeadquartersSanta Ana, United States
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Yokohama Tire Corporation does
Yokohama Tire Corporation is the North American manufacturing and marketing subsidiary of The Yokohama Rubber Co., Ltd. (TYO: 5101), a Japanese tire and rubber conglomerate founded in 1917. Yokohama Tire Corporation itself was established in the United States in 1969 and today operates from its Santa Ana, California headquarters with approximately 2,100 US employees across two manufacturing plants — Yokohama Tire Manufacturing Virginia (YTMV) in Salem, Virginia (acquired in 1989 via the Mohawk Rubber Company transaction, zero-landfill since 2015) and Yokohama Tire Manufacturing Mississippi (YTMM) in West Point, Mississippi (opened in 2015 with $300 million of initial capital and up to one million commercial tires of annual capacity) — plus a tire research and development center in Cornelius, North Carolina established in 2016 and four regional distribution centers in Chino (CA), Suwanee (GA), Auburn (GA), and Groveport (OH).
The company's product portfolio spans eight sub-brands covering the full vehicle spectrum: ADVAN (ultra-high performance, including motorsports-derived models like the A052 and A055 and the EV-specific ADVAN Sport EV A/S), AVID (all-season performance/touring), GEOLANDAR (CUV/SUV/truck including all-terrain, mud-terrain, and the new H/T4 highway-terrain line), iceGUARD (winter), PARADA (style/performance), BluEarth (eco-conscious, low rolling resistance), TORNANTE (all-season touring, up to 80,000-mile warranty), and YK (all-season touring available exclusively at Discount Tire). Underlying technology centers on proprietary tread designs (symmetric, asymmetric, unidirectional), motorsports-inspired compounds (MS Compound, Advanced Motorsport Compound, orange-oil-infused BluEarth), and construction engineering (bead winding, calendering, extrusion, internal mixing, green-tire assembly, curing) with warranties ranging from 25,000 to 85,000 miles.
Yokohama Tire Corporation generates revenue primarily through one-time sales of replacement and original-equipment passenger, light-truck, SUV, commercial-truck, motorsports, and EV tires via an authorized dealer network, auto dealerships (OE fitments with Audi, Bentley, BMW, Chrysler, Dodge, Infiniti, Jeep, Lexus, Lotus, Mazda, Mercedes-Benz, Mitsubishi, Nissan, Porsche, RAM, Smart, Subaru, Suzuki, Toyota, Volkswagen, and others), online channels, dedicated commercial/fleet dealers, and direct-to-consumer e-commerce. Go-to-market is anchored by motorsports sponsorships — including spec-tire deals with Porsche Sprint Challenge, Pikes Peak GT4 Trophy, and Nitro Rallycross, plus the Team Yokohama athlete ambassador program — and supported by the dealer-facing ADVANTAGE Program with performance dashboards, tier projections, co-op claims, and EXCEED training, alongside community-outreach partnerships with Tread Lightly!, Surfrider Foundation, and California State Parks Foundation. Additional revenue streams include motorsports-spec competition tires, ADVAN Original Goods merchandise through the Yokohama E-Store, and a 30-day trial satisfaction guarantee as the principal pricing concession. The US entity is a wholly-owned subsidiary of The Yokohama Rubber Co., Ltd.; standalone US revenue is not disclosed in available data.
Yokohama Tire Corporation firmographics
Firmographics- Name
- Yokohama Tire Corporation
- Legal name
- Yokohama Tire Corporation
- Website
- https://yokohamatire.com
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Yokohama Tire Corporation is the North American manufacturing and marketing arm of The Yokohama Rubber Co., Ltd., producing consumer, commercial, motorsports, and EV-specific tires across eight sub-brands including ADVAN, GEOLANDAR, AVID, and BluEarth. It serves passenger, light-truck/SUV, fleet, and motorsports customers through an extensive US dealer network and two manufacturing plants in Virginia and Mississippi.
- Ownership category
- akta.pro rank
Yokohama Tire Corporation industry classification
Industry- Product category
- Tire Manufacturing
- NAICS
- Tire Manufacturing (except Retreading) (326211), Tire Manufacturing (32621), Tire and Tube Merchant Wholesalers (42313), Tire and Tube Merchant Wholesalers (423130), Tire Dealers (441340), Automotive Parts, Accessories, and Tire Retailers (4413)
- SIC
- Tires & Inner Tubes (3011), Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)
- akta.pro primary industry
- Passenger Car Tires Manufacturing (IMANAKAA)
- akta.pro secondary industries
- Light Truck/SUV Tires Manufacturing (IMANAKAB), Commercial/Fleet Tire Sales & Service (Truck/Bus/OTR) (TLAKADAB), Retail Tire Sales & Installation (Consumer) (TLAKADAA), Tires Manufacturing (IMACAIAK)
Keywords
Where Yokohama Tire Corporation is headquartered
LocationHeadquarters
- HQ city
- Santa Ana
- HQ country
- United States
- HQ region
- North America
Offices9 records
Markets served
Yokohama Tire Corporation business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Others
Revenue model
- Consumer Tire Sales: Primary revenue from selling replacement and original equipment tires for passenger cars, light trucks, SUVs, crossovers, minivans, vans, and electric vehicles through authorized dealer network.
- Commercial/Fleet Tire Sales: Commercial truck and bus tires sold to fleet operators and commercial customers through dedicated commercial tire dealer network.
- Motorsports Tire Sales: Competition tires including ADVAN A052, A053, A054, A055, Y720, and GEOLANDAR SD sold for sanctioned racing events.
- Merchandise and Apparel: ADVAN Original Goods merchandise including apparel and accessories sold through Yokohama E-Store and merchandise.yokohamatire.com.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | 30-Day Trial Program |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Yokohama Tire Corporation product offering
Product offeringCore offering
Yokohama Tire Corporation designs, manufactures (via parent-group facilities), and distributes a full line of branded replacement and original-equipment tires for passenger cars, light trucks/SUVs, commercial trucks and buses, off-road vehicles, motorsports competition, and industrial applications in the U.S. market. Its portfolio spans eight sub-brand families — ADVAN, AVID, GEOLANDAR, iceGUARD, PARADA, BluEarth, TORNANTE, and YK — sold through an authorized dealer network, a commercial/fleet dealer channel, and OEM relationships, supported by the YOKOHAMA ADVANTAGE 30-day trial program.
Product overview
Yokohama Tire Corporation is a tire manufacturing and marketing company offering a comprehensive portfolio of tire products across multiple sub-brands. The core product lineup consists of eight tire families: ADVAN (ultra-high performance), AVID (all-season performance), GEOLANDAR (off-road/terrain), iceGUARD (winter), PARADA (style/performance), BluEarth (eco-conscious), TORNANTE (all-season touring), and YK (exclusive touring). The company serves multiple vehicle segments including performance cars, passenger cars, crossovers/SUVs, trucks, side-by-sides/UTVs, electric vehicles, minivans, competition, and vans. Yokohama also operates extensive motorsports programs as a testing ground for tire technology, and provides dealer/fleet business support through various customer service platforms.
Differentiator
Problem solved
Functional benefit
Brands
- ADVAN: Ultra-high performance tire line for sedans, CUVs, SUVs, and electric vehicles. Race-inspired tires delivering powerful grip and responsive handling.
- AVID
- GEOLANDAR
- iceGUARD
- PARADA
- BluEarth
- TORNANTE
- YK
- Team Yokohama
Products and services
- ADVAN sub-brand (ultra-high-performance and motorsports tires)
Quantifiable outcome
- Tire warranty coverage ranging from 25,000 to 85,000 miles depending on product line
- +2 more outcomes
Companies that use Yokohama Tire Corporation
Customer profileNamed customers1 record
Segments6 records
Ideal customer profiles4 records
Yokohama Tire Corporation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Yokohama Tire Corporation partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered minor and core.
- Velocity InvitationalminorYokohama Tire is a new partner of the Velocity Invitational, North America's premier motorsport and lifestyle festival held at Sonoma Raceway.
- Yokohama Asia Co., Ltd.coreYokohama Asia Co., Ltd. is a subsidiary overseeing Asia operations. Yoshikuni Nakamura appointed as Chairman effective February 2026.
- Yokohama Tire Manufacturing (Thailand) Co., Ltd.coreYokohama Tire Manufacturing (Thailand) Co., Ltd. is a manufacturing subsidiary. Yoshikuni Nakamura appointed as Chairman effective February 2026.
- Porsche Motorsport North AmericacoreYokohama partnership with Porsche Motorsport North America and USAC continues as spec tire supplier for Porsche Sprint Challenge North America, Porsche Sprint Challenge USA West, and Porsche Endurance Challenge North America.
- Nitro Rallycross (NRX)coreYokohama's ADVAN A054 is the official tire for Nitro Rallycross, a new adrenaline-fueled event at the Annual Nitro World Games.
- Shaffer TireminorShaffer Tire and Yokohama announced joint support for Redfeather.org, providing tires and financial aid to Native communities in Navajo Country.
- Porsche Pikes Peak ClasscoreYokohama Tire named sponsor and exclusive tire provider for new Porsche Pikes Peak Class, supporting Honda Racing Corporation and other manufacturers.
- 24 Hours of LemonsminorYokohama became the official tire of 24 Hours of Lemons, the race series featuring cars that cost $500 or less.
- Team Yokohama AthletescoreTeam Yokohama roster includes professional drivers and brand ambassadors: Travis Pastrana, Robin Shute, Dai Yoshihara, Tanner Foust, Randy Pobst, and many others who embody the GO STRONG philosophy.
- Canyonlands Jeep AdventureminorYokohama partnered with Canyonlands Jeep Adventure to bring off-roading enthusiasts touring adventures in Moab, Utah on GEOLANDAR tires.
- Spartan RaceminorYokohama announced sponsorship of Spartan Race, producers of obstacle course racing events.
- Chelsea FC (Football Club)minorYokohama sponsors English Premier League champion Chelsea FC as Official Shirt Partner (until 2020).
- IMSA (International Motor Sports Association)coreYokohama and IMSA expanded partnership with Yokohama becoming official tire provider and presenting sponsor of the Ultra 94 Porsche GT3 Cup Challenge Canada by Yokohama.
- Global Time Attack and Super Lap BattlecoreYokohama is now the Official Tire of the Global Time Attack and Super Lap Battle.
- KaBOOM!minorYokohama signed three-year multi-channel partnership with national non-profit KaBOOM! to include cause marketing campaigns, playground builds and annual title sponsorships.
- Tread Lightly!minorNational nonprofit organization promoting responsible recreation through stewardship programs and ethics education. Yokohama aligns corporate partnerships with environmental goals and efforts.
- California State Parks FoundationminorIndependent nonprofit dedicated to protecting and preserving California state park system, with over 50 years of history.
- Surfrider Foundation North Orange CountyminorGrassroots nonprofit protecting oceans, waves and beaches. Yokohama Tire and Surfrider North OC team up for beach cleanup volunteer activities.
- Steel SportsminorSocial impact organization committed to creating new standard in youth sports and coaching. Creates positive experience for over 100,000 athletes and families each year.
- Red Bull Global RallycrosscoreYokohama announced agreement to be the exclusive tire supplier of the Red Bull Global Rallycross series.
- Robert Trent Jones Golf Trail / LPGA ClassicminorYokohama signed agreement to be title sponsor of the Yokohama Tire LPGA Classic (until 2016).
- Angels BaseballminorYokohama became an Official Partner of Angels Baseball continuing through current.
- New York YankeesminorYokohama became an Official Partner of the New York Yankees (until 2015).
Scale indicators8 records
Recent moves8 records
Expansion highlights6 records
Yokohama Tire Corporation competitors and assessment
Company assessmentDirect peers
- Pirelli Tire North America: Pirelli Tire North America manufactures and distributes ultra-high-performance and premium passenger tires in the US, with strong motorsports positioning. Closely comparable to YTC's ADVAN UHP/motorsports positioning and premium OE fitments.
- Toyo Tire U.S.A. Toyo Tire U.S.A. is the US subsidiary of Toyo Tire Corporation, focused on passenger, light truck, SUV, and high-performance tires sold through independent dealers. Comparable to YTC in mid-tier positioning, UHP products, and dealer-led distribution.
- Bridgestone Americas: Bridgestone Americas is the US subsidiary of Bridgestone Corporation, manufacturing and selling passenger, light truck, and commercial tires through OE fitments and a dealer network. Comparable to YTC across product portfolio, OE strategy, motorsports involvement, and commercial truck tire plants.
- Hankook Tire America: Hankook Tire America is the US subsidiary of Hankook Tire & Technology, offering passenger, light truck, SUV, and commercial tires through dealers and OE channels. Comparable mid-tier competitor to YTC targeting similar segments and distribution models.
- Falken Tire (Sumitomo Rubber): Falken Tire is the US passenger and light truck tire brand of Sumitomo Rubber Industries, distributed through independent dealers. Comparable to YTC's mid-tier positioning, performance/light truck focus, and motorsports branding.
- Continental Tire the Americas: Continental Tire the Americas manufactures and distributes passenger, light truck, SUV, and commercial tires in the US market. Comparable to YTC across UHP, all-season, and commercial product lines with similar OE and dealer distribution.
- Goodyear Tire & Rubber Company: Goodyear is a US-based global tire manufacturer with extensive passenger, light truck, and commercial tire operations in North America. Directly comparable to YTC in consumer/commercial product mix, OE fitments, and authorized dealer distribution.
- Kumho Tire U.S.A. Kumho Tire U.S.A. is the US subsidiary of Kumho Tire, offering passenger, light truck, SUV, and commercial tires through US dealers and OE channels. Comparable mid-tier competitor to YTC across product portfolio and distribution model.
- Michelin North America: Michelin North America is the largest premium tire manufacturer in North America, offering passenger, light truck, SUV, and commercial tires sold through dealers and OE channels. Directly comparable to YTC in product breadth, OE fitments, and dealer go-to-market.
Broad incumbents
- Cooper Tire & Rubber Company: Cooper Tire (now part of Goodyear) is a legacy US tire manufacturer offering passenger, light truck, and commercial tires with a strong independent dealer and mass-merchant distribution network. Comparable to YTC in product breadth and replacement market strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Yokohama Tire Corporation social profiles
Digital presenceYokohama Tire Corporation financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yokohama Tire Corporation leadership team
Management profileNumber of profiles
Yokohama Tire Corporation subsidiaries and ownership
Company hierarchySubsidiaries5 records
Yokohama Tire Corporation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yokohama Tire Corporation M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Yokohama Tire Corporation
What does Yokohama Tire Corporation do?
Yokohama Tire Corporation designs, manufactures (via parent-group facilities), and distributes a full line of branded replacement and original-equipment tires for passenger cars, light trucks/SUVs, commercial trucks and buses, off-road vehicles, motorsports competition, and industrial applications in the U.S. market. Its portfolio spans eight sub-brand families — ADVAN, AVID, GEOLANDAR, iceGUARD, PARADA, BluEarth, TORNANTE, and YK — sold through an authorized dealer network, a commercial/fleet dealer channel, and OEM relationships, supported by the YOKOHAMA ADVANTAGE 30-day trial program.
Is Yokohama Tire Corporation a public or private company?
Yokohama Tire Corporation is a private company. It is classified as corporate owned and is currently operating.
When was Yokohama Tire Corporation founded?
Yokohama Tire Corporation was founded in 1969. It employs 1,001 to 5,000 people.
Where is Yokohama Tire Corporation based?
Yokohama Tire Corporation is headquartered in Santa Ana, United States, in the North America region.
How does Yokohama Tire Corporation make money?
Four revenue lines are on record. Consumer Tire Sales are the primary driver. The others are commercial/Fleet Tire Sales, motorsports Tire Sales and merchandise and Apparel.
Who are Yokohama Tire Corporation's main competitors?
Direct peers on record are Pirelli Tire North America, Toyo Tire U.S.A., Bridgestone Americas, Hankook Tire America, Falken Tire (Sumitomo Rubber), Continental Tire the Americas, Goodyear Tire & Rubber Company, Kumho Tire U.S.A. and Michelin North America. Cooper Tire & Rubber Company is listed as a broad incumbent.
Does Yokohama Tire Corporation have an API?
No public API is recorded for Yokohama Tire Corporation.
What industry is Yokohama Tire Corporation in?
Yokohama Tire Corporation's product category is Tire Manufacturing. Its primary akta.pro industry code is IMANAKAA, Passenger Car Tires Manufacturing, with a secondary code of IMANAKAB, Light Truck/SUV Tires Manufacturing. Its NAICS code is 326211 and its SIC code is 3011.