Yokohama Hits the Road with its 2018 Experiential Ride and Drive Dealer Training Program

/Consumer News

Yokohama is hitting the road again in support of its dealers. The tiremaker is going coast-to-coast with its 2018 experiential Ride and Drive Dealer Training Program. The multi-city tour, designed to educate Yokohama dealers on its tires while giving them firsthand product experience, begins May 22 in Anaheim, California.

“The annual ride and drive program is one of our most popular – and important – dealer activities,” said Fardad Niknam, Yokohama Tire senior director of consumer product planning and product marketing. “Over the years, it’s proven to be a significant tool to help our ongoing dealer education program because one of our primary objectives is to interact with our dealer network and help them sell more Yokohama tires. The driving experience definitely helps highlight specific benefits of Yokohama’s diverse product line, which they can then relate back to their customers.”

At the events, dealers will get a chance to test tires while driving modified BMW 228i coupes during the training program. The cars will come equipped with Yokohama’s soon-to-be-released AVID Ascend GT, along with the ADVAN A052, ADVAN Sport® A/S and® tires.

About Yokohama Tire Corporation

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 an extensive sales network throughout the U.S., Yokohama Tire Corporation is a leader in technology and innovation. The company’s complete product line includes 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 broad product line, visit

Connect with Yokohama Tire Corporation:

Yokohama is a strong supporter of the tire care and safety guidelines established by the U.S. Tire Manufacturers Association and the National Highway Transportation and Safety Administration. Details can be found at the “Tire Care & Safety” section at

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