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.