DUBAI - The Yokohama Rubber Company's flagship tyre brand 'Advan' was unveiled by Takashi Sugimoto, president of Tyre group, yesterday and the company has announced that it would begin aggressively introducing the tyres in 2005 all over the world.
The president said: ''Brand is important as communication tool and sign transmittimg company's growth to consumers. From the view point of Yokohama's global strategy, unification of 'Flagship brand' in global scale in needed. The 'Advan' will be the brand name.''
The Advan symbolising "global" and "high performance" tyres was launched for the first time in the UAE by Juma Al Majid yesterday at Le Royal Meridien Beach Resort.
Yokohama, under this brand will aggressively push forward with the development of highperformance flagship tyres, participation in motor-sports activities and co-development of tires with leading carmakers and tuners around the world.
By fully utilising its highest-level technologies, Yokohama Rubber will further strengthen the high-performance high-quality image of Advan brand tyres, thus building 'Advan' into the symbolic brand of Yokohama Rubber on a global scale. The Advan is Yokohama Rubber's symbolic brand. In the past, the brand has covered sports category tires mainly in Japan. Yokohama Rubber however plans to develop the brand into its "top-of-the-line" brand in all tire categories including luxury tires and sports-utility vehicle (SLV) tyres. Yokohama Rubber also plans to be proactive in the ared of the co-development with carmakers and tuners. In this strategy. Advan Sport that has been equipped to Bentley Continental GT is the first tire qualified as original equipment for the car.
BY A STAFF REPORTER
© Khaleej Times 2004
