Yokohama rebrands ATG business

Yokohama Rubber’s off-highway tyre business, Yokohama Off-Highway Tires (YOHT), has unveiled a new corporate identity and corporate logo. The tyre maker says this new identity draws on the company’s century-old legacy while underlining YOHT’s own distinct space in the off-highway segment. As a result, the ATG trademark was phased out around the world as of 1 January 2021.

ATG – short for Alliance Tire Group – entered the Yokohama Rubber fold in 2016. Yokohama Rubber announced in October 2020 that it would consolidate its various off-highway businesses into one single entity, Yokohama Off-Highway Tires (YOHT). In addition to the ATG business, which includes the Alliance, Galaxy and Primex tyre brands, YOHT incorporates Yokohama’s off-the-road tyre businesses across the globe.

The aforementioned change in the group’s visual identity sees the atgtire.com website migrating to yokohama-oht.com. Similar changes are being performed for the company’s Apple and Android apps. The new identity will be rolled out on all communications through 2021 on all digital and print platforms.

“The consolidation of OHT businesses declared earlier will be strongly supported by the new identity of YOHT globally,” comments Nitin Mantri, director of YOHT. “This will result in closer integration of the brand equity and technological expertise of Yokohama with the strengths of companies grouped under ATG; namely – strong sales network, diverse product line up 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 leadership teams based in Tokyo, Boston, Amsterdam and Mumbai. The new unified global entity will offer a full-range of OHT tyres (including Alliance, Galaxy, Primex), from small forklift tyres to ultra-large ROTR (radial off-the-road) tyres, 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 tyre production network of eight plants in four countries and three R&D facilities in Japan, India and USA.