Yokohama Offers Global ADVAN-tage

Japanese based tyre manufacturer Yokohama, has officially launched its Advan brand. In an effort unify its global image, the company will now adopt one name for its premium products instead of the regional variations that currently exist. According to Yokohama, the newly launched brand reflects the company’s “highest performance” and “highest quality” image. The Advan name will adorn all of the company’s new global high performance products. At the same time as launching this new product concept, the company also released two new Advan branded products, the Advan sport and Advan ST.

Yokohama plans to develop the Advan name into a “top-of-the-line” brand across all of its tyre categories including its Luxury and SUV lines. That is why the company released two new products and launched the Advan brand simultaneously. Available in 17 to 22 inch sizes, the ZR rated Advan sport, is described as a tyre that “boasts ultrahigh performance as well as driving comfort and quietness.” The ADVAN ST is a SUV tyre designed for use with high-powered SUVs. During production Yokohama tested the tyres’ high performance capabilities on Nurburgring circuit. The company also assessed the product’s real-life high-speed proficiency on the German autobahn.

Although Yokohama only launched Advan globally recently, the name has acutally been rolling around for a while, having been introduced in 1978 as a motorsport tyre. Prior to its international re-launch, Advan was also associated with sports category products, mainly in Japan. In terms of branding, Yokohama considers itself to be something of a pioneering company. It claims to have challenged tyre manufacturers involved in motorsport activity at that time, by sponsoring a “works coloured” vehicle.

Now having publicised that it will use the new brand globally, Yokohama plans to continue with its “aggressive” two-pronged marketing strategy. That is, motorsport involvement and securing high profile OE contracts. The most recent example of this is the Bentley Continental GT. The GT is capable of speeds up to 198 mph and as such is fitted with ZR rate 20 inch versions of the new Advan sport. In this instance the tyre features an embossed Bentley ‘B’ logo highlighting both the exclusivity of the vehicle and its associated tyres.
Yokohama Rubber says it plans to continue pursuing this type of co-development opportunity and other similarly high profile associations look likely.

Yokohama says it will begin marketing the ADVAN Sport (V103) for use with sports cars and ADVAN ST (V802) for use with SUVs in 2005.