CONSUMER MARKETING GUIDE

TECHNOLOGY DRIVES BETTER TIRES.

Our customers know there is something more to a Yokohama tire: superior handling, enhanced

fuel economy and impressive durability. We engineer tires that perform at the highest

level, because we’ve made technological innovation the cornerstone of our design

philosophy. So it’s only logical that our marketing campaign would showcase the

industry-leading strength of Yokohama’s technologies.

In that spirit, our new corporate icon, Shin, was developed to personify our

technological prowess. By pairing Shin with our extraordinary dealer support

and promotions, we continue to establish Yokohama’s competitive advantage

throughout our marketing efforts. Because better tires…drive better sales.

Our innovative breakthroughs happen at the molecular level, but they have a massive impact on every

tire we produce. We’ve developed revolutionary new compounds derived from orange oil, natural

rubber and micro silica. And we’re constantly creating unique new tread designs, as well as advanced

tire constructions like our proprietary inner liner that reduces tire weight and limits air reduction. The

end result: tires that are specifi cally tailored to the most discerning driver’s needs, whether they’re

competing at a local track day, or heading home from the rat race.

ADVAN SportADVAN SportYokohama's fl agship ultra-high performance tire.

• State-of-the-art tread compound maximizes wet and dry grip.

• Block and Groove Confi guration of the asymmetric tread pattern enables unsurpassed handling in wet and dry conditions.

ADVAN Sport ZPSUltra-high performancerunfl at tire.

• Delivers all the same performance features of the ADVAN Sport but with runfl at capabilities.

• Unique low-heat generating compound supports vehicle weight in the event of air loss without sacrifi cing comfort or performance.

• Exclusive Bead Filler delivers a comfortable ride at normal operation and high rigidity under zero pressure conditions.

ADVAN Neova AD08The upper echelon of ultra-high performance tires.

• New Micro Silica compound with Hyper Density Carbon for unprecedented grip in wet or dry conditions.

• Steel Sidewall Inserts for superior handling and cornering.

• Rapid Refl ex Twin Ribs add stability.• Unibloc Shoulder with HydroARC

Channels cut through water for supreme grip.

ADVAN S.4. The ultimate balance of performance and all-season capabilities.

• Three Circumferential Grooves provide excellent water evacuation.

• Large Shoulder Blocks enhance cornering stability.

• Aqua Cut Tusk Grooves remove water for all-season performance.

• The inside edge of the shoulder blocks form a wavy pattern to minimize uneven wear and tire noise.

ADVAN A048Street legal race tireperformance.

• Single Block Design ensures constant road contact.

• Rounded Casing Design provides predictable handling from straight-line to high-speed cornering.

• State-of-the-art, race-ready compound delivers phenomenal grip under a broad temperature range.

PARADA Spec-2 Bigger, badder, betterstreet-tuner performance.

• Silica compound increases grip without sacrifi cing durability.

• Increased load capacity for more plus-size capabilities.

• 16”–19” fi tments allow numerous plus-size applications.

• Highest wet traction rating available: 300/AA/A UTQG.

PARADA Spec-X Aggressive design meetsresponsive control for SUVs.

• Reinforced Shoulder Blocks enhance cornering stability.

• Solid Center Ribs provide lateral stability for better handling.

• Deep Central Circumferential Groove quickly expels water.

• Variable Pitch Technology reduces pattern noise and uneven wear.

S.drive Performance that’s nothing short of evolutionary.

• Advanced Micro-fl exible compound provides superior grip.

• Variable Angled Grooves enhance traction while cornering.

• An Unbroken Solid Center Rib maintains continuous contact for greater comfort and less pattern noise.

• Over 70 sizes to offer.

INNOVATIONS SPARK TECHNOLOGICAL REVOLUTIONS.

GEOLANDAR H/T-S A unique breed for light trucks and SUVs.

• Three application-specifi c designs for O.E. replacements, inch-up fi tments and commercial applications.

• Large Shoulder Blocks enhance strength for crisp cornering.

• Cross Grooves and Circumferential Grooves combine to enhance traction in water, snow and ice.

• 60,000-Mile Limited Treadwear Warranty on Standard Fitment sizes (G051).

GEOLANDAR A/T-S Bold performance. Both off- and on-road.

• Multi-stepped Grooves increase traction off-road and reduce squirm on-road.

• Staggered Center Blocks give massive off-road grip.

• Rounded-edge Tread Blocks combat uneven tire wear and reduce noise.

• 50,000-Mile Limited Warranty on all sizes under 20” excluding load range E.

• 40,000-Mile Limited Warranty on load range E and those 20” and above.

AVID ENVigorThe most completeperformance tire ever created.

• Unibloc Shoulder and Tapered Center Rib for improved handling.

• Angled Groove Walls and adaptive 3D sipes resist hydroplaning.

• Optimized Contact Patch promotes even wear.

• All-New Silica Compound for increased fuel effi ciency without sacrifi cing treadlife.

• Six Pitch Tread Variation reduces pattern noise.

• 60,000-Mile Limited Treadwear Warranty on H- and V- Speed Ratings.

• 45,000-Mile Limited Treadwear Warranty on W- Speed Ratings.

AVID TRZAsymmetric all-season touring tire that delivers confi dence.

• Three Ride Zones provide superior capabilities in all weather conditions.

• Four Deep Circumferential Grooves work with sipes and grooves to quickly expel water.

• Adaptive Sipes reduce block deformation and change shape as tread wears for added wet and snow traction.

• 80,000-Mile Limited Treadwear Warranty on T- Speed Ratings.

• 60,000-Mile Limited Treadwear Warranty on H- Speed Ratings.

AVID Touring-SSmooth handling anddurability in any season.

• Twin Rail Stability Rib improves on-center feel with less pattern noise.

• Tapered Rain Channels for optimal wet traction.

• Luxury Sidewall Construction better absorbs bumps and vibrations.

• Cross Traction Sipes for better traction and handling in inclement weather.

• 65,000-Mile Limited Treadwear Warranty.

dB Super E-specThe most eco-focused tire on Earth.

• Unique Super Nano-Power Rubber Compound combines orange oil with natural rubber, providing low rolling resistance for improved gas mileage.

• Variable Tread Sipes separate the tread ribs into small blocks to reduce tread noise.

• AIRTEX™ Advanced Liner provides superior air retention and weighs dramatically less than a conventional butyl liner.

• Twin Rail Stability Rib maintains road contact, improving lateral stability and uneven wear.

GEOLANDAR M/T+ Superior off-road performance with unprecedented grip and incredible strength.

• Progressive Power Shoulder enhances durability, grip and traction while helping to expel mud and dirt.

• New compound increases tire life, stability and on-road quietness as well as reducing chipping off-road.

• Step Block Groove Confi guration improves traction, tread stability and water drainage.

Dealer Showroom Display

Our all-new display is the perfect showpiece to engage your customers and get

them interacting with Yokohama’s products. Ask your Yokohama Account Manager

how you can receive this newly designed showroom display.

DEALER SUPPORT

Exceed Training Program

Yokohama’s EXCEED training and certifi cation program is award-

winning for a reason. Since 1994, it’s been instrumental in helping

dealers close more sales on Yokohama products. This program

expands your knowledge of all our tire options, including recent

technological advancements and tireology. With the knowledge

gained through EXCEED, you’ll be better informed to provide better

service…and sell more tires.

We offer face-to-face and individualized EXCEED® training sessions throughout the year. We produce

striking in-store merchandising and displays, informative brochures and reference materials. Our

targeted and brand-building media keeps Yokohama top-of-mind with the public. And our ADVANTAGE®

rewards program is second to none, with a new online interface. Yokohama does it all to help you

boost your bottom line. Because when your sales staff is fully equipped for success, everyone wins.

Dealer Kit Signage

To help ensure a successful launch, every Yokohama dealer receives

a start-up kit fi lled with brochures, literature racks, banners, tire

stands and more. Every collateral piece within the Dealer Kit works

together to deliver our message of technological superiority, helping

you make more sales.

Marketing initiatives to help drive your sales.

Apparel and Merchandise

We offer a wide selection of apparel and merchandise for in-store

promotions, sales contests and customer giveaways. It’s a great way to

help build brand awareness, recognition, and sales.

Visit: www.merchandiseestore.yokohamatire.com

Associate Dealer Program

Yokohama’s ADVANTAGE Program is a unique rewards program

developed to support our distributors and their associates. And with

ADVANTAGE Online, Associate Dealers will fi nd a customized dashboard

for an instant view of your progress and your ADVANTAGE earnings.

Online Presence & Dealer Locator

Our website is constantly being updated to provide the most

recent information about Yokohama’s products. And when a

customer is ready to make a purchase, our “Find a Dealer”

makes it easy to fi nd you.

Product-Driven Point-of-Sale

Our informative product brochures are essential to the

sales process, with detailed call-outs that highlight

each tire’s technological intricacies. Our counter cards

offer at-a-glance information that’s easy to understand.

Plus, our new 3D poster lures customers to our products with

a visually striking design.

ADVERTISING & PROMOTIONS

“Technology drives better tires.” Whether those tires are run on the track, on a high-end luxury vehicle

or on an off-road adventure, Yokohama’s message for our advertising campaign rings true. Our

technological advancements are the reason Yokohama is considered a leader in tire manufacturing,

and why so many customers stay loyal to our brand.

Print Advertising

For our print campaign we’ve created Shin, a friendly

and clever robotic icon that embodies the technological

spirit of Yokohama. These Shin-based ads have been

placed throughout prominent enthusiast publications

that best target both new and repeat consumers,

like Road & Track, Car & Driver, and Modifi ed. This

combination of inventive creative and intuitive media

placement allows our “Technology drives better tires”

message to raise brand awareness among our core

demographics.

Regional Promotions

Our promotional marketing efforts with local NFL,

NBA and MLB teams have connected well with

our target audience. For other regions, we’ve

continued our popular $50 Visa® Prepaid Card

giveaway. To support these promotions, Yokohama

has created an array of custom TV, radio, point-of-

sale materials, premium fulfillment and more.

Branding Television

Yokohama’s television campaign highlights our brand position

as the technological leader within the industry, while utilizing

popular sports as a metaphor that emotionally connects the

company to the targeted interests of the viewer.

Promotional Television

Our regionally run television spots utilize the same targeted messaging as Yokohama’s Branding Television;

however, we include animated tags to help push each region’s specifi c MLB, NFL and NBA promotion.

Digital Marketing

Yokohama is dedicated to increasing our brand awareness using digital

channels. Our increasing fan base and following on Facebook® and

Twitter® are just the beginning. We’ve also produced an educational video

series called “Yokohama Tire Tips,” which can be found on YouTube.™ Our

corporate website will be mobilized as well to engage enthusiasts and

increase fan loyalty.

Facebook is a registered trademark of Facebook, Inc.

RACING & MOTORSPORTS

The ALMS pits many of the most exotic, high-tech cars on the planet against each other—piloted by

some of the world’s best drivers—on the most challenging tracks in North America. And many of the

elite racing vehicles are running on Yokohama tires. What’s not to love? The GTC Class features the top

World Challenge, Grand Am and GT3 drivers as they compete among the most professional and elite

drivers, teams and manufacturers in the world. Every GTC Porsche runs on Yokohama’s environmentally

friendly ADVAN ENV-R2TM race tire.

The Patrón GT3 Challenge by Yokohama is an immensely popular developmental racing series which

takes place on some of North America’s fi nest natural terrain road courses. Every GT3 Porsche 911

racing in this intense series runs on Yokohama’s eco-conscious ADVAN ENV-R2 race tire, which utilizes

our most advanced orange oil and natural rubber compound technology.

SCORE is best known for its fl agship event, the world-famous Baja 1000 off-road desert race. But

SCORE also puts on four other grueling races per year in the deserts of California, Nevada and Mexico.

Yokohama is proud to sponsor the off-road power couple, Cameron and Heidi Steele. Cameron uses

our Geolandar A/T-S® R tires to plow through some of the harshest terrain in the world at over 120 mph,

while Heidi dominates her class using our off-the-shelf Geolandar M/T+®.

This racing series is steeped in the Midwest tradition of short-course off-road racing, but infused

with insane jumps and unforgiving terrain. It’s this kind of lap-after-lap abuse that makes us shine.

Yokohama-sponsored racers compete in the Unlimited Lite, Unlimited Buggy and Limited Buggy classes.

Since 1944, the SCCA has organized and supported auto racing at every level, from amateur regional

events to professional National Championships. Yokohama is proud to be a part of this organization

that harkens back to the true roots of motorsports. And we’re equally as proud to boast numerous

National Tour Class wins.

The track provides the ultimate proving ground for a tire’s technological capabilities. And at no other

time is a tire pushed to its limits than during a race. Yokohama is proud to be part of a variety of racing

series and events, both on and off the road. Which is why Yokohama reaches out to the automotive enthusiast market, actively participating in

events throughout the country. This market relates to our unbridled passion of all things automotive,

and Yokohama has developed a kinship among this key group of consumers.

ENTHUSIAST EVENTS

Those who chase the checkered fl ag choose Yokohama.Because you don’t have to race to love high performance.

Enthusiast Events

Automotive afi cionados make up a signifi cant

percentage of Yokohama’s core clientele. To ensure

we remain relevant with this extremely infl uential

customer segment, we support a number of

regional and national car club events each year.

Pebble Beach Concours d’Elegance

Since 2005, Yokohama has been an Offi cial Sponsor of the

prestigious Pebble Beach Concours d’Elegance, which attracts

fans from around the globe. Yokohama branding is located

throughout the event, and we take part in many Concours-

related activities.

Los Angeles Auto Show

Yokohama has been the exclusive tire sponsor of

the Los Angeles Auto Show since 2006. The show

is one of the world’s largest, with nearly 1,000,000

people passing through its gates each year. Our

award-winning presence includes an entire section

of the convention center dedicated to Yokohama.

As an Offi cial Tire Sponsor of world-renowned tracks such as Infi neon Raceway, Sebring International

Raceway and Road Atlanta, Yokohama reaches race fans all year long. Our branding is highly visible

on the tracks, in the paddocks and throughout spectator areas, for signifi cant impressions during daily

events and major televised races.TRACKSPONSORSHIPS

yokohamatire.com 800_423_4544 M-051-1010