Yokohama Rubber Co. Ltd. changed the name of subsidiary Alliance Tire Americas to Yohohama Off-Highway Tires America Inc. (YOHTA). The move is part of an effort to consolidate the off-the-road tire business brands that Yokohama Rubber acquired from Alliance Tire Group four years ago.
The development involves a new corporate identity and logo for the renamed brand, as well as a new website, yokohama-oht.com, and new apps.
The new company combines Alliance Tire Americas’ four U.S. warehouses with two Yokohama distribution facilities in Ohio and Georgia, USA. YOHTA is based at the Alliance Tire Americas headquarters in Massachusetts, USA.
