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Yokohama Tire Corporation Brings the Rubber to Dealers with Experiential Training Program

Stops in two major cities in California are part of a 10-city tour that features the ADVAN Neova® AD08, AVID® ENVigor™,® and AVID Touring S™

September 06, 2011

FULLERTON, CA (Sept. 6, 2011) – Dealers in California are getting a chance to test four of Yokohama Tire Corporation’s best sports car and passenger car tires when the tire maker’s experiential training program makes a stop in Anaheim on September 13-14 and in San Diego on September 21-22 as part of Yokohama’s 10-city ride and drive program.

According to Shawn Denlein, Yokohama director of sales, Consumer Products, “the training program offers our dealers an opportunity to learn about our products and test them on various slalom-type courses, while providing the knowledge they need to advise consumers. We want dealers to see firsthand what the tires can do so they can translate this knowledge to their customers.”

The dealer education is focused on four brands of Yokohama Tires: the ADVAN Neova® AD08, AVID® ENVigor™,® and the AVID Touring S™.

By the end of the tour, more than 1,500 representatives from wholesale tire distributors and individual retail outlets will have gone through the program’s training.

Previous events occurred in St. Louis, Missouri; Chicago, Illinois; Salem, Virginia; Philadelphia, Pennsylvania; Pittsburgh, Pennsylvania; Minneapolis, Minnesota; and Seattle, Washington. The tour began in Oklahoma City, Oklahoma.

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

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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