History Highlights of the Yokohama Rubber Company

Yokohama Racing Tires on a Rack.

A Look At Yokohama Rubber Company
Key Points and Facts
Lessons To Consider
Questions and Answers
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A Look Into Yokohama Rubber Company

What The Company Is About

The Yokohama Rubber Co., Ltd. rolls into the story of progress as a tire giant from the bustling city of Tokyo, Japan.

From its inception, it gripped the road of innovation, producing not just tires but also rubber belts and hoses, all essential to the wheels of industry and everyday vehicles.

Kids with an eye on race tracks might recognize the brand name Advan, synonymous with speed and quality in Japan and loved by car enthusiasts worldwide.

The Founding Era

Imagine Japan in 1917: a country ripe with ambition. Yokohama Rubber Co. was born from a partnership between Yokohama Cable Manufacturing and an American titan, B.F. Goodrich.

This fusion of Japanese craftsmanship and American enterprise was set to leave tire tracks on history.

Origins and Early Years

Yokohama Rubber Co. laid its roots in Hiranuma, Yokohama, starting with rubber belts before revving up to tires.

Yet, like a plot twist in a story, the Great Kanto Earthquake of 1923 brought tragedy, crumbling their plant.

However, hope is the rubber on the road to recovery, and soon, a new factory stood in Tsurumi ward, stronger than before.

Business Model and Innovations

Yokohama Rubber didn’t just rebuild; they reimagined. The company’s tread pattern and shoulder shape innovations kept cars firmly hugging the turns.

And as any racer will tell you, it’s not just about the start; it’s about staying ahead.

Yokohama didn’t just stick to the roads; they branched out to the high seas with hoses that kept the ships fueling without spills.

Their story isn’t about rubber and roads; they went beyond contributing to the war effort with their Mie Plant. But their tale of innovation wasn’t halted by the war’s end.

Instead, they rolled forward, producing Japan’s first snow tire and taking their place in stock exchanges in Tokyo and Osaka, opening the company to public investment and broader horizons.

The rubber wizards at Yokohama didn’t stop there.

They launched the Yokohama Wheel brand and raced into the international market, not just on four wheels but also on the greens of golf courses with their PRGR golf equipment, because innovation doesn’t take a break even when you’re putting for birdie.

Yokohama’s journey took them across the ocean to the United States, where they planted flags in Virginia and Mississippi, manufacturing more than just tires but a legacy.

And who could forget their sponsorship of Chelsea, merging the football world with the roar of the rubber road?

In this tale of Yokohama Rubber Co., Ltd., every chapter is an innovation. Every page turns a step forward in their journey, not just across roads but across history.


Yokohama has its share of victories to celebrate. Their Advan brand has become a symbol of success in the aftermarket scene.

The company’s expansion into the U.S. market and acquiring companies like Alliance Tire Group show a strategic play of ambition and growth.

Their victory lap includes sponsoring a premier football club and winning

New Products Awards at the SEMA Show. Plus, they’ve been a trusted name in motorsports for over three decades!

Challenges and Controversies

The journey of Yokohama Rubber Co. has not been without its rough patches. Like any major company, they’ve had to face challenges head-on.

They’ve weathered the storm of market competition, fought through natural disasters like the Great Kanto Earthquake, and even rebuilt after their facilities were destroyed in World War II.

More recently, they’ve had to navigate the complexities of global markets, including price wars and intense competition that could deflate even the best of spirits.

Impact on the Industry

Yokohama Rubber Co. has left tire tracks that have helped steer the industry forward.

They were the first in Japan to produce corded tires and continued to innovate with the creation of Japan’s first snow tire.

They’ve grown to be an influential player, driving advancements in tire technology and setting the pace with their high-performance products.

Main Competitors

In a race, every second and every move matters. For Yokohama, the race includes competitors like Michelin, Bridgestone, and Goodyear.

These industry giants are like the other racers on the track, each trying to lap the others with innovation, quality, and performance.


From their humble beginnings in 1917 to a global footprint today, Yokohama Rubber Co. has shown that with resilience and innovation, any hurdle can be overcome.

Their story isn’t just about tires; it’s about the drive to succeed and the commitment to keep moving forward, no matter what. Yokohama isn’t just a company; it’s a legacy on wheels.


Key Points and Facts About Yokohama Rubber Company

  • The Yokohama Rubber Co., Ltd. is a tire company based in Tokyo, Japan, established on October 13, 1917.
  • It originated as a joint venture between Yokohama Cable Manufacturing and B.F. Goodrich.
  • Yokohama Rubber expanded to the United States in 1969, forming the Yokohama Tire Corporation.
  • The brand name Advan is used in Japan, with a significant aftermarket presence globally.
  • It operates two manufacturing facilities in the U.S., located in Salem, Virginia, and West Point, Mississippi.
  • Started manufacturing various rubber products in 1920 in Hiranuma, Yokohama.
  • In 1937, the tire brand was officially named “Yokohama.”
  • The company was listed on the Tokyo Stock Exchange and the Osaka Securities Exchange in 1950.
  • Changed its company name to Yokohama Rubber Company, Limited in 1963.
  • The Yokohama Wheel brand was launched in 1974.
  • Yokohama India was established in 2007.
  • Acquired Alliance Tire Group in 2016 for $1.18 billion.
  • Announced the acquisition of Trelleborg Wheel Systems on March 25, 2022, for 2.1 billion euro.
  • Was the main sponsor of the Chelsea Football Club from 2015 to 2020.
  • Commenced operations with an announcement in the Tokyo Asahi Shimbun newspaper.
  • The Hiranuma Plant was destroyed in the Great Kanto Earthquake in 1923 but later rebuilt.
  • Developed Japan’s first snow tire in 1954 and entered the marine industry in 1958.
  • Introduced the “Smileage” mark for tire sales promotion in 1963.
  • Expanded its product range and international presence, entering various global markets.
  • Launched PRGR (Progear) golf equipment based on the head speed theory.
  • Established T*Mary winter Tire Test Course in Hokkaido in 1989.
  • Formed GTY Tires joint venture in 1988 and acquired Mohawk Rubber Company in 1989.
  • Became the exclusive tire supplier for the 1st Formula 3 Macau Grand Prix in 1983.
  • Diversified business and international presence in the 1980s.
  • After the Meiji Restoration, Japan industrialized, with the Furukawa Group becoming prominent.
  • Yokohama Rubber was formed as a joint venture with BFGoodrich in 1919.
  • By WWII, supplied tires for Mitsubishi Zero fighter planes.
  • Post-WWII, re-established under the dismantled zaibatsu system and remained publicly traded.
  • Introduced various product firsts, such as tubeless and radial tires, and ventured into motorsports.
  • BFGoodrich sold its stake in Yokohama in 1981.
  • Provides a wide range of tires for different vehicles and rubber products for various industries.
  • Divested its motorcycle tire business in 1998.
  • Post-WWII, listed on the Tokyo Stock Exchange and expanded into new plants and product lines.
  • Opened new plants in the 1970s and entered the sports products business in 1983.


Yokohama Rubber Company


  • October 13: The Yokohama Rubber Co., Ltd. was founded as a joint venture between Yokohama Cable Manufacturing and B.F. Goodrich.


  • The company began manufacturing rubber products like belts, tires, and hoses at a factory in Hiranuma, Yokohama.


  • The tire brand was changed to “Yokohama”.


  • Stocks of Yokohama Rubber were listed on the Tokyo Stock Exchange and the Osaka Securities Exchange.


  • The company name changed to Yokohama Rubber Company, Limited.


  • Yokohama expanded to the United States with Yokohama Tire Corporation.


  • The Yokohama Wheel brand was launched.


  • Yokohama India was established.


  • Yokohama Rubber acquired Alliance Tire Group for $1.18 billion.


  • March 25: Yokohama announced the acquisition of Trelleborg Wheel Systems for 2.1 billion euro ($2.31 billion).


  • Yokohama was the main sponsor of Premier League football club Chelsea.


Lessons Learned From Yokohama Rubber Company

Strategic Expansion and Branding

International Growth and Market Presence

Yokohama Rubber Co. demonstrated a clear international growth strategy, notably with its expansion to the United States in 1969. By establishing the Yokohama Tire Corporation and subsequent manufacturing facilities, the company secured its presence in the competitive North American market.

Brand Development and Recognition

The adoption of the brand name Advan and the launch of the Yokohama Wheel brand illustrates the company’s focus on developing recognizable and respected brands within the tire and aftermarket scenes.

Resilience and Innovation

Overcoming Adversity

The company’s early years were marked by resilience, as seen in the reconstruction efforts after the devastating Great Kanto Earthquake in 1923. This ability to rebound from disaster set a precedent for the company’s long-term durability.

Embracing Technological Innovation

Yokohama Rubber’s history of innovation is evidenced by its early development of corded tires, the patented hose for ship refueling, and later advancements such as the first Japanese snow tire and the GETTAR radial tire for motorcycles.

Strategic Acquisitions and Partnerships

Expansion Through Acquisitions

The acquisition of companies like Alliance Tire Group and Trelleborg Wheel Systems indicates Yokohama’s strategy to grow its market share and diversify its product portfolio through strategic purchases.

Strategic Alliances for Growth

The joint venture in its founding years with B.F. Goodrich and later alliances with companies like General Tires and Toyo Tires for GTY Tires show Yokohama’s long-standing belief in collaborative growth and synergy.

Sustainability and Corporate Social Responsibility

Community and Environmental Efforts

Yokohama’s involvement in tree-planting events post the Great East Japan Earthquake exemplifies a commitment to corporate social responsibility and environmental stewardship.

Long-Term Vision and Sustainability

The formulation of the Grand Design 2020 demonstrates Yokohama’s commitment to sustainability and its long-term strategic planning to continue growth while being mindful of its environmental impact.

Sports Marketing and Sponsorship

Leveraging Sports Sponsorship

The sponsorship of the Premier League football club Chelsea and participation in international auto racing highlight Yokohama’s use of sports marketing to enhance brand visibility and equity.

Diversification into Sports Equipment

Yokohama’s foray into sports products, such as the PRGR golf equipment, underscores its diversification strategy and the use of technological expertise in new product domains.

Historical Foundations and Corporate Evolution

Origins and Corporate Development

The establishment of Yokohama Rubber Co. as a joint venture and its subsequent renaming and public listing demonstrate the company’s evolution and adaptability over time.

Legacy and Industry Contribution

Being a major supplier for the Mitsubishi Zero fighter plane during World War II and the introduction of product innovations in the following decades reflect Yokohama’s significant role in the rubber and tire industry.

Focus on Core Strengths and Niche Markets

Specialization in High-Margin Segments

Yokohama Rubber’s strategic positioning outside of the industry’s “big three” showcases a focus on specialized, high-margin products where it can leverage its R&D strength instead of engaging in price wars in low-margin segments.

Continuous Research and Development

The company’s commitment to R&D and introducing innovative products reveals a corporate philosophy that values technological advancement and market leadership in niche areas.


Questions and Answers about Yokohama Rubber Company

FAQ: The Yokohama Rubber Co., History and Milestones

When was The Yokohama Rubber Co., Ltd. established?

The Yokohama Rubber Co., Ltd. was founded on October 13, 1917.

What was Yokohama Rubber’s initial joint venture?

The company began as a joint venture between Yokohama Cable Manufacturing and B.F. Goodrich.

When did Yokohama Rubber expand to the United States?

Yokohama expanded to the United States in 1969, establishing Yokohama Tire Corporation.

What is Yokohama’s brand name in Japan?

In Japan, Yokohama uses the brand name Advan.

Where are Yokohama Rubber’s manufacturing facilities in the U.S.?

Yokohama Rubber has manufacturing facilities in Salem, Virginia, and West Point, Mississippi, in the United States.

What products did Yokohama Rubber start manufacturing in 1920?

In 1920, Yokohama Rubber began manufacturing rubber belts, tires, and hoses.

When did the tire brand change to “Yokohama”?

The tire brand was officially changed to “Yokohama” in 1937.

When were Yokohama Rubber’s stocks listed on exchanges?

The company’s stocks were listed on the Tokyo Stock Exchange and the Osaka Securities Exchange in 1950.

What is notable about the Yokohama Wheel brand?

The Yokohama Wheel brand, launched in 1974, is significant for its contribution to the aftermarket scene worldwide.

Can you tell me about Yokohama India?

Yokohama India was established in the year 2007.

What major acquisition did Yokohama Rubber make in 2016?

In 2016, Yokohama Rubber acquired the Alliance Tire Group for $1.18 billion.

What was the value of the acquisition of Trelleborg Wheel Systems?

Yokohama announced the acquisition of Trelleborg Wheel Systems for 2.1 billion euros ($2.31 billion) on March 25, 2022.

Which Premier League football club did Yokohama sponsor?

Yokohama was the main sponsor of the Premier League football club Chelsea from 2015 to 2020.

What happened to the Hiranuma Plant in 1923?

The Hiranuma Plant was destroyed in the Great Kanto Earthquake on September 1, 1923.

How did Yokohama Rubber contribute to World War II efforts?

During World War II, Yokohama Rubber was a major supplier for the Mitsubishi Zero fighter plane and established the Yifeng Rubber Ammunition Factory Co., Ltd. in Tianjin.

What’s unique about Yokohama’s involvement in motorsports?

Yokohama has been involved in international auto racing for over three decades and has been an OEM tire provider for high-end sports cars like Porsche since the 1980s and 1990s.

More About Yokohama Rubber Company

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Yokohama Rubber Company Executive Team

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Working at Yokohama Rubber Company

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Complaints and Lawsuits

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In the modern business landscape, the freedom of speech on social media allows management teams to track online discussions about their company, helping them identify trends and valid complaints. This enables proactive improvements in areas that need attention.

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Company Profile

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