Yokohama Rubber to introduce Alliance passenger tyres in Europe.
Yokohama Rubber will launch its first competitively priced passenger vehicle tyre brand under the Alliance name at European retail outlets as early as May, according to news reports from Japan. The introduction will mark the first product collaboration between Alliance and Yokohama Rubber.
The new tyre line is part of the company’s initiative to double unit sales in Europe within four to five years, news sources said. Yokohama Rubber acquired Alliance Tyre, a manufacturer of tyres for agricultural equipment, in 2016. The unit’s brand is now being extended to passenger car tyres in Germany, France, the UK, Spain and other key European markets.
The Alliance passenger tyres will be made in Japan using Yokohama Rubber tread and rubber compound technologies. The affordable passenger tyre line will reportedly be priced on a par with other popular secondary brands, making them about 20-30% cheaper than the mainline Yokohama brand. The brand positioning is intended to capture sales from price-conscious consumers.