Yokohama sets up Italian subsidiary to address market directly

Yokohama Group has set up a wholly owned subsidiary to service the Italian market directly. Yokohama Pneumatici Srl is headquartered in Milan. Mentioning the Italian market’s “strategic importance,” Yokohama said the operation’s primary objective is “to get closer to customers, to better and more directly understand the needs of such a relevant market in the European region and to provide solutions with a level of service consistent with the premium positioning of the brand.” It entered operation on 1 January 2024.

Yokohama said its operation’s distribution channels will include regional distributors to dealers, fleet managers and the service networks of the main automotive brands, following its initial start-up phase. The manufacturer said it would harmonise its approach to the Italian market with its other national market operations in Europe, such as Yokohama HPT in the UK.