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Yokohama Tire Corporation Launches on Mar. 1 Its Latest Orange Oil Tire, the AVID® Ascend™

Ascend is first mass-market tire to use eco-friendly orange oil technology, is made in the U.S. and available in 45 sizes

February 27, 2012

FULLERTON, CA (Feb. 27, 2012) –Yokohama Tire Corporation has pushed the envelope of its breakthrough orange oil technology once again with the introduction of the AVID® Ascend™. The tire is the first to collectively achieve – without compromise – exceptional all-season performance, remarkable treadlife and excellent fuel efficiency. It goes on sale March 1 in 45 sizes.

The Ascend – produced at Yokohama’s Salem, Virginia plant – will be available in a variety of applications ranging from crossover vehicles, to passenger cars and minivans. The T-, H- and V-speed rated Ascend will initially be offered in sizes ranging from 15 inches to 18 inches.

“The Ascend’s orange oil technology creates a compound resulting in a perfect balance of extended treadlife, all-season handling and great fuel economy,” said Dan King, Yokohama senior vice president of sales and marketing. “All this and a quiet ride, too. Today’s drivers can now expect more from a touring tire than ever before – an accomplishment made possible through Yokohama innovation.”

According to King, “independent test results reveal that the Ascend can last up to 6,000 more miles than the Michelin HydroEdge®. Testing also shows the Ascend has lower rolling resistance, rolling 11% easier than the Michelin HydroEdge. For consumers, this can represent a savings of 58 gallons of gas and more than $200 over the life of the tire. Plus, the Ascend’s CO2 reduction is better by over 1,000 pounds.”

King said the Ascend falls under Yokohama’s new ‘BluEarth®’ umbrella. “BluEarth is the name for our global environmental philosophy, which is aimed at creating tires that produce positive improvements socially and environmentally. The Ascend is our first replacement tire to be recognized as a BluEarth product.”

The Ascend, the latest generation of Yokohama’s orange oil technology, follows in the footsteps of the company’s dB Super E-spec™, the world’s first orange oil tire introduced in the U.S. market in 2008.

“Harnessing the technological advancements made with the Super E-spec, Yokohama has now mastered the ability to utilize our orange oil technology on a larger, mass production, scale,” said King. “Tires with conventional compounds have to make trade-offs, but not the Ascend: the orange oil is the differentiator. Ascend truly is a revolutionary touring tire.”

Ascend features include:

-- Yokohama’s proprietary 3D Adaptive Sipes that increase block rigidity for longer, more even treadwear, while promoting wet and winter traction.

-- Cross grooves and deep circumferential grooves that expedite water evacuation for improved gripping performance Also, an interlocking tapered center rib maximizes stability while promoting even wear.

-- Optimized tread profile, which enhances rolling resistance for better fuel efficiency.

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.

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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 www.yokohamatire.com.