YHI Focusing on Advanti Racing and Neuton Private Brands

A company that is becoming one of the largest alloy wheel manufacturers amongst the countries lining the Pacific Rim is YHI International, headquartered in Singapore. Currently the company operates production capacities of 2.4 million wheels annually (in 2006 this figure was just 1.2 million) and has generated an annual turnover of more than 180 million euros through its wheel business. And if the company’s mid-term development plan becomes reality, by 2010 YHI will operate up to 24 production lines in its four alloy wheel factories in China, Taiwan and Malaysia. These lines will be able to produce about 4.3 million alloy wheels per year. “We will continue to develop YHI into a global brand”, said managing director Richard Tay in a recent company publication.

During the past 60 years of YHI’s corporate history the company has been able to benefit from cooperative ventures with two of the world’s most reputable wheel manufacturers: Italy’s O·Z and Enkei from Japan. Since last year the Singaporean corporation has even held a more than 30 per cent share in O·Z. By virtue of this technological cooperation it became possible to increase standards at YHI’s production sites up to a leading level. However, the company did not only grow in size and technical capability because it cooperated and still cooperates with O·Z; growth was further facilitated through YHI receiving exclusive distribution rights to the Italian wheel brand in Southeast Asia. Furthermore, YHI has distributed Enkei alloy wheels since 1975, firstly in Singapore only but later in all of the ten ASEAN member states in Southeast Asia. The same is true today with regards to the distribution of O·Z wheels. In addition to the distribution of these two exclusive alloy wheel brands YHI also focuses on the distribution of its own private brand, which forms a top-level part of the company’s sales strategy. YHI started producing its own “Advanti Racing” brand in the mid 1990s and today says that it has been able to sell this brand successfully on many international wheel markets. “We are going to focus more aggressively on the European markets in the future”, said Raymond Chan, senior manager at YHI in Singapore.

In addition to that, YHI has successfully established itself as an important player in regional tyre markets. As such, for example, the Singaporean company took over responsibility for the distribution of Yokohama tyres in the early 1970s and now sells these tyres, including the new Yokohama Advan product line-up, in all of the ASEAN states. Furthermore, YHI has entered into a distribution joint venture in China. The tyre product portfolio of YHI – as a wholesaler – is completed by the Nankang brand from Taiwan and Tornado from Indonesia, plus by yet another private brand that was launched only very recently. As of last year YHI has sold the “Neuton” brand, which is produced by a manufacturer in Indonesia. This passenger car tyre brand is currently available in 17 dimensions between 16 and 18 inches. From next year onwards Neuton tyres will be available in sizes up to 20 inches, Mr Chan added. Eventually there will be about 40 different sizes featuring the new Neuton tread pattern. A winter tread pattern is not planned at the moment, he continued.