Best of both worlds – ATG retains its independence while benefitting from Yokohama’s R&D capabilities

In Europe, more than a dozen ATG field engineers visit end users and listen to their comments. Baek notes that “they are one of the strongest resources we have for product development”

If it’s not broken, don’t try and fix it. Yokohama Rubber Company took this idiom to heart following its acquisition of the Alliance Tire Group (ATG) in July, and for good reason it seems. Speaking with media for the first time since the deal’s closure, ATG’s head of marketing for Europe, Ole Baek, noted in October that Yokohama Rubber is more than happy to keep things the way they are for the time being.

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