Established in 1917, Yokohama Tyres (otherwise known as The Yokohama Rubber Company) is a Japanese brand that specialises in mid-range tyres for cars which balance performance with sustainability and the very best in tyre technology.

In the early days, Yokohama focussed on the growing needs of drivers, launching Japan’s first tubeless tyre in 1954, followed by steel radial tyres for trucks and buses in 1970 – with a collection known as the Super Steel Series.

From there, Yokohama has continued to expand globally in terms of production and tyre reputation and prestige. It was first connected with motorsport and race driving in the 1980s, alongside the launch of Yokohama winter tyres as a collection, and the establishment of a dedicated research and development centre for tyre testing and excellence.

Since the 1990s, innovation has played a role in how Yokohama tyres bridges design and performance with sustainability and environmental initiatives across its role as a tyre manufacturer. The mission today is to drive forward with a cleaner and greener future, using eco-friendly materials and producing in a way that limits energy usage without impacting efficiency or quality.