Tire brand
Yokohama
Japanese quality — a balance of comfort, longevity and grip.
PremiumHiverPerformanceCamionnette
Brand profile
Yokohama is a Japanese tire manufacturer founded in 1917 in Yokohama and now headquartered in Hiratsuka (Kanagawa). A subsidiary of The Yokohama Rubber Co., Ltd., which is listed on the Tokyo Stock Exchange, it designs tires for cars, SUVs, light trucks and heavy trucks, as well as agricultural and off-road lineups. The brand is well established in Canada, with a dedicated division and a nationwide distribution network.
Positioning: Positioning: Touring, SUV, light-truck and heavy-truck tires, plus the high-performance ADVAN and winter iceGUARD lineups.
History
Yokohama Rubber was founded on October 13, 1917, as a joint venture between Yokohama Cable Manufacturing and the American company BFGoodrich, in the port city of Yokohama, from which the brand takes its name. Over the course of the 20th century, the company gradually expanded its production of tires and industrial rubber products, becoming one of Japan's major manufacturers alongside Bridgestone. In 1969, it established Yokohama Tire Corporation to serve the North American market and accelerate its international expansion. In 1978, it launched the high-performance ADVAN lineup, which would become its technological showcase and its spearhead in motorsport. BFGoodrich withdrew in 1981, selling off all of its shares and making Yokohama a wholly Japanese company. The company then continued its global growth: in North America it opened a heavy-truck tire plant in West Point, Mississippi, which began production in 2015, and it operates a research and development center in Cornelius, North Carolina. It also operated a plant in Salem, Virginia, for many years, which closed in March 2026. Yokohama expanded its portfolio through major acquisitions: Alliance Tire Group (agricultural and off-road tires) in 2016, followed by Trelleborg Wheel Systems in 2022, significantly strengthening its presence in the agricultural, industrial and off-road segments. In Canada, the brand is represented by a national division (Yokohama Canada) and distributed by major networks such as Canadian Tire, Kal Tire and several online retailers, with an offering tailored to winter conditions, notably the iceGUARD family of winter tires certified for snow and ice.
Technologies
Yokohama's flagship technology is the BluEarth lineup, built on an eco-design approach aimed at reducing rolling resistance and fuel consumption. It relies in particular on Orange Oil technology, a patented compound that incorporates oil extracted from orange peels: this renewable material helps the rubber conform better to the road, improving grip on both wet and dry surfaces while reducing reliance on petroleum derivatives. Yokohama combines this compound with highly dispersible silica to balance fuel economy, longevity and grip. On the structural side, the company uses Light Weight Technology to reduce tire weight and thereby lower rolling effort. On the high-performance front, ADVAN compounds, such as the microsilica-based Sport Compound 5S, prioritize grip and driving precision, the result of extensive track testing, including at the Nürburgring.
Innovations
Innovation at Yokohama revolves around motorsport and sustainability. The brand has been the official tire supplier of Japan's Super Formula championship since 2016 and supplies various disciplines such as Nitro Rallycross and Stadium Super Trucks; these programs serve as a testing ground for its ADVAN racing compounds. On the environmental side, the development of orange oil as a partial substitute for petroleum-based aromatic oils is a notable advance, reducing the ecological footprint without sacrificing grip. Yokohama has also developed multi-polymer compounds, including TriBLEND technology, which blends three polymers to combine grip, responsiveness and wear resistance in its all-season tires. Its research programs also focus on lowering rolling resistance, reducing structural weight and optimizing tread patterns to cut noise. The acquisitions of Alliance Tire Group and Trelleborg Wheel Systems broadened its R&D into agricultural, industrial and off-road tires.
Manufacturing
Yokohama's headquarters and engineering hub are located in Hiratsuka, Japan, where the company concentrates much of its research and production. In North America, Yokohama operates a truck and bus tire plant in West Point, Mississippi, in service since 2015, as well as a research and development center in Cornelius, North Carolina; the Salem, Virginia, plant, for its part, closed in March 2026. Globally, the group owns numerous production sites, supplemented by the agricultural and off-road plants gained through the Alliance Tire Group and Trelleborg acquisitions. In Canada, Yokohama does not operate a plant but maintains a presence through its Yokohama Canada division and a broad distribution network.
Reputation
Yokohama enjoys a solid reputation as a serious Japanese manufacturer, particularly recognized for its ADVAN sport lineup, used as original equipment on premium models and in motorsport. Its all-season tires, such as the Avid family, are valued for their comfort, low noise and generous longevity warranty. Tests and reviews highlight good grip on dry and wet surfaces and balanced handling. In Quebec, where winter tires are mandatory from December 1 to March 15, Yokohama's relevance comes mainly from its iceGUARD family, designed for Canadian snow and ice. Touring and all-season tires remain widely available through Canadian Tire, Kal Tire and online retailers.
Models and families
Related Yokohama models
These families are presented for reference. Actual availability depends on the catalogue and sizes.