Yokohama Tires

A Century of Innovation and Performance

Yokohama Tires, a globally recognized brand known for its high-performance and eco-friendly tires, has been a driving force in the tire industry since its inception in 1917. As the North American arm of The Yokohama Rubber Co., Ltd., Yokohama Tire Corporation has built a legacy of technological advancement, motorsport excellence, and environmental stewardship. This article traces the history of Yokohama Tires, from its founding in Japan to its rise as a trusted name in the global tire market.

Founding and Early Years: 1917–1930s

The Yokohama Rubber Co., Ltd. was established on October 13, 1917, in Yokohama, Japan, as a joint venture between Yokohama Electric Cable Manufacturing Company (now Furukawa Electric Co., Ltd.) and the American company B.F. Goodrich. Initially named Yokohama Rubber Manufacturing Co., Ltd., the company aimed to meet the growing demand for rubber products during Japan’s industrial boom. Its first manufacturing plant, built in 1920 in Hiranuma, Yokohama, produced tires, rubber belts, and hoses, with tires sold in Japan under the Goodrich brand.

A significant milestone came in 1921 with the introduction of the Hamatown Cord, Japan’s first cord tire, which was three times more durable than the fabric tires then in use. This innovation laid the foundation for Yokohama’s growth in the domestic market. However, the Great Kanto Earthquake of 1923 destroyed the Hiranuma plant, forcing a rebuild. By 1929, the company had constructed a new factory in Heian-cho, Tsurumi-ku, Yokohama, further solidifying its production capabilities. During the 1930s, Yokohama developed specialized products like balloon tires, giant truck tires, and Y-shaped tread tires, as well as a soft rubber lining for the chemical industry and hard rubber bearings for ships. A notable achievement was a contract in 1935 to supply tires for the Japanese Emperor’s car, a project that required 18 months of research and resulted in 24 custom tires.

Post-War Expansion and Innovation: 1940s–1960s

After World War II, Yokohama resumed tire production, focusing on the rapidly growing automobile industry. In the 1950s, the company introduced its first bias-ply passenger car tires, earning recognition for quality and performance in Japan. A major leap came in 1954 with the development of Yokohama’s first radial tire, which offered superior durability and performance compared to bias-ply designs.

The 1960s marked Yokohama’s entry into the international market. In 1963, the company officially changed its name to The Yokohama Rubber Co., Ltd., reflecting its growing independence as B.F. Goodrich sold its majority shares to Japanese firms by 1981. In 1964, Yokohama built a factory in Shinshiro, Aichi Prefecture, and in 1969, it established Yokohama Tire Corporation in the United States, marking its first major step into the North American market. The same year saw the launch of the ADVAN series, a line of high-performance tires designed for motorsports enthusiasts, which would become one of Yokohama’s most iconic brands. The ADVAN-HF, the first sports radial tire in Japan, revolutionized the market by catering to drivers seeking superior performance.

Motorsport Dominance and Global Growth: 1970s–1980s

Yokohama’s commitment to motorsports in the 1970s and 1980s elevated its reputation for performance tires. The ADVAN series gained prominence through victories in the All Japan F2 Championship and the Group C category of the World Endurance Championship. In 1984, an ADVAN-equipped vehicle finished third at the Le Mans 24 Hours Endurance Race, a testament to the brand’s engineering prowess. Yokohama also became a key player in the Japan Grand Touring Car Championship (JGTC), winning the GT300 class in 1996, 1997, and 1999 with vehicles like the Porsche Carrera RSR and Toyota MR-2.

During this period, Yokohama expanded its global footprint. In 1976, Yokohama Tyre Australia Pty Ltd was established, consolidating independent agents importing Yokohama tires. In 1984, the company separated its Canadian operations from its U.S. branch, and in 1985, it acquired a 26% stake in Malaysia’s IT International, providing technical assistance to bolster its presence in Southeast Asia. By 1989, Yokohama entered the U.S. manufacturing market by acquiring Mohawk Rubber Company’s plant in Salem, Virginia, which was renamed Yokohama Tire Manufacturing Virginia (YTMV).

Technological Advancements and Sustainability: 1990s–2000s

The 1990s saw Yokohama solidify its position as a leader in tire technology and sustainability. In 1993, the company began environmental initiatives, including tree-planting programs in countries where its factories operated. In 1998, Yokohama introduced the BluEarth series, a line of eco-friendly tires designed to reduce rolling resistance and improve fuel efficiency, aligning with growing environmental consciousness. The company also became the first Japanese tire manufacturer to earn ISO 9001 certification for its quality assurance in design, development, and manufacturing.

Yokohama’s motorsport success continued, with the ADVAN A048 tire dominating in the 1990s. In 1995, Nobuhiro “Monster” Tajima won the Pikes Peak International Hill Climb in a twin-engine Suzuki Escudo, marking the first overall championship for a Japanese driver on ADVAN tires. Yokohama also supplied tires for the IMSA GT3 Cup Challenge, World Touring Car Championship (2006–2019), and Macau Grand Prix Formula 3 race (1983–2019, except 2016).

In 2007, Yokohama expanded its off-highway tire portfolio by acquiring Alliance Tire Group, which included brands like Alliance, Galaxy, and Primex. This acquisition, followed by the purchase of Trelleborg Wheel Systems in 2022 for $2.31 billion, strengthened Yokohama’s position in the agricultural and industrial tire markets.

Modern Era: 2010s–Present

Yokohama continued to innovate in the 2010s, establishing a tire research and development center in Cornelius, North Carolina, and opening a commercial truck tire plant in West Point, Mississippi, in 2015, with a $300 million investment. The West Point facility, designed to produce up to one million tires annually, focuses on commercial truck tires, while the Salem plant produces passenger car and light truck tires, including the Geolandar and Avid series. In 2023, the Salem plant celebrated a milestone by producing its 100-millionth tire, a GEOLANDAR A/T G015.

Yokohama’s commitment to sustainability deepened with initiatives like the BluEarth commercial tire and partnerships with organizations like KaBOOM! for community playground builds. The company also developed tires for electric and autonomous vehicles, collaborating with manufacturers to meet their specific needs. At the 2023 Japan Mobility Show, Yokohama showcased intelligent tire-mounted sensors and small tires with high load capacity, developed with Alps Alpine to enhance performance and safety.

Yokohama’s motorsport presence remains strong, with sponsorships in events like the Porsche Pikes Peak Class, Nitro Rallycross, and the 24 Hours of Lemons. In 2013, Michael Essa won the Formula Drift title on ADVAN Neova AD08R tires, and in 2019, the GEOLANDAR X-MT tire earned a Red Dot Award for product design. Yokohama’s partnership with Porsche Motorsport North America expanded in 2024, with Yokohama becoming the presenting partner for the Porsche Carrera Cup North America.

A Legacy of Excellence

With over a century of innovation, Yokohama Tires has evolved from a regional rubber manufacturer to a global leader in tire technology. Its diverse product lines—including ADVAN for high-performance vehicles, GEOLANDAR for off-road adventures, and BluEarth for eco-conscious drivers—cater to a wide range of needs. The company’s focus on quality, sustainability, and motorsport excellence, combined with strategic expansions like the acquisitions of Alliance and Trelleborg, has solidified its position in a competitive industry.

As of 2024, Yokohama reported an 18.5% increase in first-half sales revenue ($3.6 billion) and a 113.4% jump in business profit ($379 million), reflecting its strong market performance. With manufacturing facilities in the U.S., Japan, India, Israel, and beyond, and a commitment to environmental responsibility, Yokohama continues to uphold its corporate slogan, “Excellence by Nature.” For drivers worldwide, Yokohama Tires remains a trusted choice for performance, safety, and sustainability on every road.