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Yokohama's Exhibit at LA Auto Show Blends Technology, Sustainability and Social Media

Tire maker’s exhibit in West Hall will blend technology, sustainability and social media

November 21, 2011

FULLERTON, CA (Nov. 15, 2011) – Yokohama Tire Corporation will have its largest presence ever at the upcoming Los Angeles Auto Show, November 18-27 at the LA Convention Center. Yokohama – the “Official Tire Sponsor of the LA Auto Show” for the sixth consecutive year – will focus on technology, sustainability and social media at its booth in the West Hall lobby.

“We are certainly bringing a large number of elements to the show this year,” said Alan Holtschneider, Yokohama manager, advertising, promotions & events. “We will have the North American preview of the AVID® Ascend™, the first mass-produced tire utilizing eco-friendly orange oil technology; daily social media-driven consumer contests with tablet computers as one of the prizes; a 115-foot-long “living wall”; performance-tuned cars; and two interactive glass windows consumers can use to learn about tires.”

Highlights of Yokohama’s booth include:

-- North American preview of the AVID® Ascend™: The next-generation orange oil-infused tire follows Yokohama’s dB Super E-spec™, the world’s first tire to use orange oil to reduce petroleum in tire manufacturing. The AVID Ascend’s orange oil technology creates a compound resulting in remarkable mileage, all-season performance and low rolling resistance for superb fuel efficiency. The Ascend goes on sale in March 2012.

-- Twitter® Photo Contest: Consumers who tweet a picture of themselves at Yokohama’s booth will be eligible to win gift bags every hour. Additionally each night, a grand prize winner will be randomly selected to win a popular tablet computer. Photos of all contest winners will be posted on Yokohama’s Web site on a special “Winner’s Circle” page at

-- Interactive Glass Windows: The two, four-foot by eight-foot interactive glass windows will feature two educational modules: tire wear and tire pressure. They will teach consumers how tire rotation and proper alignment affect tire wear, and how proper tire inflation can save them money at the gas pump. The interactive glass windows will also have a “pop-up video” motorsports module featuring vignettes of off-road and sports car racing. The interactive glass windows will be used in Yokohama’s Twitter photo contest throughout the 12-day auto show.

-- Fast cars with an environmental twist: On display will be a Porsche 911 GT3 race car, which competes in the IMSA GT3 Challenge by Yokohama series. The 450-horsepower GT3 car features the ADVAN® ENV-R2™ tires incorporating Yokohama’s orange oil technology. Additionally, there will be a 2012 Lexus CT 200h tuned by Five Axis. The sporty hybrid is riding on ADVAN Sport® tires.

-- Living wall display: Developed by NaturExhibits, the award-winning, natural, biodegradable 115-foot vertical garden features 33,000 individual succulents planted to replicate the ADVAN Neova® AD08 tread pattern.

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

Connect with Yokohama Tire Corporation:

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