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Yokohama Tire Corporation Launches SmartSolution™, an Innovative Communication Campaign Focused on Smart Tire Investment

August 31, 2010

FOR IMMEDIATE RELEASE
Media Contact: Bill Groak, PCGCampbell, 310/224-4940, bgroak@pcgcampbell.com

FULLERTON, CA (Aug. 31, 2010) – Yokohama Tire Corporation announced today the launch of SmartSolution™, a new and innovative communication campaign aimed at commercial tire dealers, fleet owners and truck operators. SmartSolution highlights Yokohama’s core technologies and how they match up to the fleets’ critical requirements of product longevity, efficiency, availability and dependability.

“Now more than ever, fleet owners and truck operators are faced with the pressure of effectively managing tires as assets in their business,” said John Cooney, Yokohama director of commercial sales. “Tires are the third-largest operating cost for most fleets so they have to make sure that these assets are not only highly productive but have a long service life as well,” continued Cooney. “SmartSolution unifies the benefits that Yokohama commercial products offer, underscoring the advantages created in the fleets’ operation, and thus improvements in the fleets’ bottom line.”

The SmartSolution campaign will consist of advertising in print, dealer materials and a dedicated website presence. As a communication platform, SmartSolution is divided into a four-pillar value proposition, which Cooney breaks down as follows:

-- Longevity: “Considering that tires are a long-term investment, the brands that deliver the longest life and most even wear yield greater returns for the fleets,” remarked Cooney. “Yokohama offers one of the longest-lasting, tire line-ups available in the industry. From our innovative casing construction to advanced tread designs and advanced manufacturing processes, Yokohama develops commercial tires that are highly durable and have long, even tread wear.”

-- Efficiency: “Yokohama tires are engineered for unsurpassed fuel efficiency,” continued Cooney. “Our 703ZL™ drive tire, for instance, offers the deepest tread depth and lowest rolling resistance in its category. We are proud, as well, of the fact that we have eight SmartWay-verified tires to date. These are tires that have been verified for their low rolling resistance and which deliver superior fuel efficiency.”

Additionally, fleets can learn how much gas savings they can achieve with Yokohama’s fuel-efficient tires when compared to competitors thanks to a new and interactive Online Fuel Savings Calculator the company launched on its website in July.

-- Availability: Cooney said, “Yokohama tires are available for purchase at thousands of points of sale throughout the U.S., including truck stops, making us one of the most widely available brands.” “In addition,” Cooney remarked, “we pride ourselves on our customer service. Should the customer encounter a problem while on the road, we have them covered with our YES™ (Yokohama Emergency Service) dedicated roadside assistance program. We can handle any tire emergency quickly and effectively, 24 hours a day, seven days a week, thanks to our extensive dealer network.”

-- Dependability: “From exceptional reliability on the road to outstanding retreadability, no one manufactures a more dependable casing than Yokohama,” Cooney said. “For example, our innovative casing technology allows us to predict casing growth and manage stresses better, protecting the tires against forces that cause casing breakdown. But our dependability extends beyond our tires. We work hard to build long-term partnerships with our customers based on trust and mutual respect. No other supplier can deliver so completely on the aspect of dependability, longevity, efficiency and availability than Yokohama. This is why Yokohama is the SmartSolution.”

Celebrating its 40th anniversary in the United States, Yokohama Tire Corporation is the North American manufacturing and marketing arm of Tokyo, Japan-based The Yokohama Rubber Co., Ltd., a global manufacturing and sales company of premium tires since 1917. Servicing a network of more than 4,500 points of sale in the U.S., Yokohama Tire Corporation is a leader in technology and innovation. The company’s complete product line includes the dB Super E-spec™ - the world’s first tire to use orange oil to reduce petroleum – as well as tires for high-performance, light truck, passenger car, commercial truck and bus, and off-the-road mining and construction applications. For more information on Yokohama’s extensive product line, visit www.yokohamatire.com.

Yokohama is a strong supporter of the tire care and safety guidelines established by the Rubber Manufacturers Association and the National Highway Transportation and Safety Administration. Details can be found at the “Tire Safety” section at www.yokohamatire.com.