Yokohama Off-Highway Tires America, Inc.

Alliance Tire Americas Inc. is now Yokohama Off-Highway Tires America Inc. (YOHTA), the U.S. sales and marketing arm of Yokohama Off-Highway Tires (YOHT). Yokohama Rubber Co. Ltd., created YOHT to consolidate its off-the-road (OTR) tire businesses across the globe with the Alliance, Galaxy, and Primex brands it acquired when the company purchased Alliance Tire Group (ATG) four years ago. 

YOHT released a new corporate identity and logo, which draws on the 100-plus-year legacy of Yokohama while underlining its own distinct space in the off-highway market segment.