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Yokohama Tires Promises the Ultimate Drive

Published Aug 1st 2014, 11:25am by Jody DeVere in Featured Articles

Yokohama ADVAN Sport A/SWhat is a tire to a driver? Is it the trusty co-pilot? The fraction of a second between a fender and a bender? The buddy who won’t change the radio station on you?  In Yokohama’s new microsite,, the company takes a strong visual approach by putting all of the focus on the tire and celebrating the many things a tire is to a driver.

Yokohama’s new campaign uses CGI to dramatize the experience of a Yokohama tire coming to life. Real-world inspiration was used for the tires, including a complex modeling process that allowed them to create photo-realistic tires electronically.

According to Andrew Briggs, Yokohama director, marketing and product planning, “The campaign tells everything from the tire’s perspective. We wanted to get people to see tires and the technology that goes into them in a completely different way.”

And nowhere is Yokohama’s technology more evident than with its new all-season, ultra high-performance ADVAN Sport A/S tire that promises to be the “ultimate drive.” 

“The ADVAN Sport A/S is all about dynamic all-season performance,” explains Briggs. “We engineered the tire with sport and luxury car drivers in mind, who demand great performance all year round.”

On sale now in the U.S., Yokohama’s new ADVAN Sport A/S promises extraordinary comfort and quiet ride, and is available for performance vehicles from automakers such as Audi, BMW, Lexus, Mercedes-Benz, Infiniti, and Porsche.

Yokohama boasts its Sport A/S is the first ultra-high-performance tire in the ADVAN line-up with a 50,000-mile limited treadwear warranty on W- and Y-speed rated models, thanks to an advanced compound that enables all-season handling with exceptional wear resistance. New advanced polymers help keep the tread pliable in cold temperatures, while extra silica provides superior wet and winter grip.

Summertime drivers will appreciate the tire’s dry performance, better cornering, increased stiffness for additional lateral stability, and a contact patch that encourages long, even wear. Come winter, drivers will appreciate wet and snow traction enhanced by grooves that help evacuate water from the tread and provide a strong snow-shearing force for better wet handling and more snow traction.

The ADVAN Sport A/S comes with a 30-Day Trial Guarantee. Learn more about it at


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