The story behind the brand
The Yokohama Rubber Company and Yokohama Cable Manufacturing Co were established in 1917 in Japan. The company soon faced many setbacks. The Great Kanto Earthquake of 1923 destroyed the Hiranuma plant after just two and a half years of operation. WWII air strikes then destroyed the highly-successful main plant on Gomu Dori (“Rubber Street”) in Tsurumi, Yokohama City, which until then had the largest rubber production capacity in Japan.
Yokohama’s mission is to take technology from the race track to the street, which it does with tyres such as the AVS Sport series. It also takes the environment seriously. Yokohama hosts Green Week and the company had planted over 180,000 trees around its plants as of 2010 as part of its Forever Forest project.
Yokohama is now the seventh-largest tyre manufacturer in the world. They employ over 20,000 employees in 120 branches worldwide. Yokohama also makes far more than just tyres, using their technology for everything from high-pressure hoses to golf clubs to airplane toilets.
Some Yokohama tyre innovations
1921: Japan’s first cord tyre successfully manufactured.
1954: Launch of Japan’s first tubeless tyre.
1957: Launch of Japan’s first tyre containing synthetic rubber.
1958: Launch of Japan’s first nylon cord tyre.
1967: Launch of Japan’s first 70 series radial tyre for passenger cars.
1977: The world’s largest OTR tyre of the time is developed for a 200-tonne dump truck (40.00-57 60PR).
1978: Launch of the HPT radial tyre for passenger cars.
1983: Launch of the studless winter tyre for passenger cars, ‘Snow Star’.
1995: Yokohama became the first Japanese tyre manufacturer to receive ISO9001 certification.
1996: Launch of GEOLANDAR tyres for SUVs, light trucks and all-terrain light trucks.
1999: The AVS Sport ultra-high-performance tyre takes Yokohama’s race-winning Toyota Atlantic racing rain tyre to the streets for anybody to drive.
2000: Launch of Parada tyre with a radical footprint and more responsive control.
2007: Launch of Zenvironment line of tyres that are more fuel efficient and are producing in an environmentally-friendly way. The line includes the 703ZL, an ultra-long mileage tyre for commercial trucks.
2007 also saw the introduction of the dB Super E-spec tyre, made with orange oil to reduce the amount of petroleum used in tyre production. This tyre has a new, patented Advanced Inner Liner to stop air leaks.
2007 also introduced a new line of winter tyres: W.drive, iceGuard iG20 and GEOLANDAR I/T G072.
2009: Launch of the orange oil ADVAN® ENV-R1 tyre as the Official Spec Tire for the 2009 Patrón GT3 Challenge race series. This eco-friendly tyre reduces petroleum input by 10%. It’s the first eco-friendly tyre to be used in series-wide competition.
2009 also saw the introduction of the ADVAN Sport ZPS (Zero Pressure System) runflat tyre.
2010: Launch of Yokohama Tire Tips series of educational videos on YouTube about tyre maintenance and basic facts about tyres. You can still find this series in the old videos on their YouTube channel.
2011: Launch of the SmartWay-verified RY407 super single wide base tire at the Mid-America Trucking Show.
Tyre brands we rated
Canstar Blue commissions Colmar Brunton to regularly survey 3,000 Australian consumers across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from customers within the survey group who bought new car tyres (not retreads) in the last 18 months – in this case, 950 drivers.
The tyre brands in this year’s survey are:
- Bob Jane
You can view the tyre survey results here.