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Yokohama Rolls into Mexico: Plants Rubber Roots with $380 Million Investment

March 18, 2024, Hiratsuka, Japan—In what could only be described as a wheely big move, Yokohama Rubber Co., Ltd. has announced plans to build a new tire plant in Mexico, firmly inflating its presence in the North American market. The plant, designed to produce passenger car tires, comes with a hefty price tag of US$380 million (about ¥52.1 billion), proving the company isn’t just spinning its wheels when it comes to expansion.

Set to break ground in the second quarter of 2024 in the Mexican state of Coahuila, this new facility is not just any run-of-the-mill plant. With an annual production capacity of 5 million tires, it’s gearing up to meet the rubber-burning demands of North American drivers. Located strategically in the Alianza Industrial Park near major transport veins, the plant ensures that Yokohama tires will roll out swiftly to customers all over the continent.

But why Mexico, you ask? Yokohama Rubber believes in “local production for local demand,” a strategy as gripping as their tires. With the North American appetite for high-quality tires spinning out of control, the new plant is poised to deliver faster than you can say “zero to sixty.”

The plot thickens with Yokohama’s latest medium-term management plan, Yokohama Transformation 2026 (YX2026). This strategy is not just about making tires; it’s about making waves with high-value-added tires that stick to the road better than a well-chewed piece of gum to your shoe. From the flagship ADVAN brand to rugged Geolander tires for SUVs and pickup trucks, Yokohama is driving forward with innovation and precision.

With this new plant in Coahuila, Yokohama is not just expanding its footprint; it’s ensuring that when it comes to tires, they’re the ones leaving a mark. So, buckle up, North America. Yokohama is about to take you on a ride.

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