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ing Original Equipment use of Advan and Geolandar and strengthening sales of tyres that are suited to local market needs. On the other hand, for commer- cial tyres, we are ‘Searching’ for oppor- tunities to create new value by capturing major market changes such as the trends towards CASE (Connected cars, Auton- omous driving, Shared and Electric), Mobility as a Service (MaaS) and Digital transformation (DX).”
Good synergy
Echoing the message was Richard Tay, Executive Chairman and Group Manag- ing Director, YHI International Limited. He said YTSM was established in end 2021 - ary, 2022. The new venture, he pointed out, was a remarkable milestone for both companies that had worked closely to- gether for nearly 50 years.
“The establishment of YTSM brought Yokohama closer to the market as a manufacturer. YTSM would continue to leverage on the foundation built by YHI Malaysia over the last 40 years, which includes customer network, talents, fa- cilities and equipment to accelerate our speed in servicing customers. We would also increase our investment in market development by setting up more YCN outlets, enhancing product advertising quality to increase Yokohama brand awareness and making it easier for our dealers to sell Yokohama products. In ad- in logistics and storage, shorten the de- livery lead time, realise the ‘factory direct - - tomer service.”
Yoshikuni Nakamura, Head of Overseas Tire Sales and Marketing Division, Man- Co, Ltd and Chairman of Yokohama Asia Co, Ltd, added that YTSM would further strengthen and facilitate achieving the goals of Yokohama Transformation 2023 (YX2023), the company’s medium-term management plan. Under this plan, he said, the consumer tyre business aimed to maximise the sales ratio of its Ul- tra-High-Performance Tyre, Sport Utility Vehicle (SUV) and Pickup Truck Tyre
category. To achieve this, he added, the company was aggressively expanding the installation of Advan and Geolandar brands of tyres onto new vehicles as well as increasing the size range and launch- ing new products.
Meanwhile, Lee Teck Hock, General Man- ager, YTSM, shared two good news with at- tendees that evening. Firstly, he announced that the company’s total sales volume for this year was expected to be nearly 25 per cent higher than the budget forecast. Sec- ondly, the company achieved good sales performance of the Advan series.
“Every year, Yokohama Tire conducts an internal sales volume competition on the Advan series. The participants include Yokohama Rubber’s global subsidiaries and distributors, except countries such as the United States, Japan, China and India. As of November 2022, YTSM is for- tunate to be temporarily ranked second. one of you,” he added.
Three new Advan patterns
- cially launch three new Advan patterns – Advan Sport V107, Advan Neova AD09 and Advan Apex V601. The Sport V107, according to the company, was devel- oped on the demanding conditions of the world-famous Nurburgring race circuit; it both dry and wet surfaces, straight roads and even during high-speed cornering. new Neova tyre since the introduction of the Noeva AD08R nine years ago in 2013. Last but not least is the Apex V601, a high-performance sport tyre specially developed for the North American market with the brand’s latest technology.
After the launch, attendees got behind the wheel to test and feel the performance of these three tyres through an autocross activity session and guided drives at the Sepang International Circuit. The Apex V601 was used in the autocross session while the Neova AD09 and Sport V107 were used for the track experience.
For the autocross session, The Tyreman found the Apex V601 tyres responsive
Akira Nakomoto
Masataka Yamaishi
Richard Tay
Yoshikuni Nakamura
Lee Teck Hock
9 the tyreman 2022/6
