The Yokohama Rubber Co., Ltd., recently marked a significant milestone with a ceremony held on April 15 for its upcoming passenger car tire plant in Mexico.
The event, attended by local government officials and community representatives, including Coahuila Governor Manolo Jimenez Salinas and Saltillo Mayor Jose Maria Fraustro Siller, saw the participation of key executives from Yokohama Rubber, Yokohama Corporation of North America (YCNA), and Yokohama Tire Corporation (YTC).
Expressing gratitude for the forthcoming construction efforts, Chairman & CEO Masataka Yamaishi and President and CEO Jeff Barna highlighted the plant’s strategic importance in localising Yokohama Rubber’s business within the North American market. With an annual production capacity of 5 million tires, the Mexico plant, slated to commence operations in the first quarter of 2027, will significantly boost Yokohama Rubber’s tire production capacity in the region, catering to the anticipated surge in demand.
The venture aligns with Yokohama Rubber’s consumer tire strategy outlined in its new medium-term management plan, Yokohama Transformation 2026 (YX2026). This plan emphasises the expansion of high-value-added tire sales, including the globally renowned ADVAN brand and GEOLANDAR SUV and pickup truck tires.
Additionally, it underscores the company’s commitment to tailored “Product and Regional Strategies,” ensuring tire offerings align with distinct market trends across regions.