Confident but not cocky – Yokohama Tire unveils new corporate icon

Yokohama Tire has updated its website and introduced the world to Shin – the tyre maker’s new corporate icon. The red persona, who resembles a tyre handling robot, is a prominent feature on the revised yokohamatire.com website.

“Our customers know there is something more to a Yokohama tyre: superior handling, enhanced fuel economy and impressive durability,” said the tyre maker upon launching Shin. “We engineer tyres that perform at the highest level, because we’ve made technological innovation the cornerstone of our design philosophy. In that spirit, our new corporate icon, Shin, was developed to personify our near century of technological brilliance. He’s red to connote power, confident but not cocky, and he’s absolutely here on Yokohama’s new website to make your experience engaging and enjoyable.”