Yokohama’s Aggressive Advan Brand

Yokohama Rubber is to launch its new ADVAN brand at the Paris Motor Show 2004 (Mondial de l’automobile 2004), which commences on the 25 September.

The company describes the new product as its “symbolic” brand, representing its “global concept.” Yokohama plans to aggressively confront its new business strategy through the new brand, which includes developing flagship tyre products, participating further in motorsports, and co-developing activities with world leading carmakers and tuners. ADVAN is said to represent the company’s spirit of pursuing high performance and high quality products.

The new products will be introduced in markets around the world and sale of the tyres is scheduled to begin in 2005.

First introduced in 1978, ADVAN has been used for motorsports activities and high performance tyres in Japan. Its presentation at the Paris Motor Show will be the first fully-fledged introduction in the European market. Yokohama will exhibit ADVAN Sport and ADVAN S.T, its SUV tyre. The company’s run flat tyre systems, including the Z.P.S. and the Support Ring System will also be displayed at the exhibition.