Yokohama Wins SEMA Award For Best New Tyre Category

SEMA named Geolandar X-AT extreme all-terrain tyre as the best new tyre

Yokohama Tyre Corp. swept the “Best New Tyre” category of the Specialty Equipment Market Association New Product Awards, winning first and both runner-up award for products from its Advan and Geolandar tyre lines.

SEMA named the Geolandar X-AT extreme all-terrain tyre as the best new tyre, while the ultra-high-performance Advan Apex and the luxury SUV and crossover tyre Geolandar X-CV won the runner-up award.

Andrew Briggs, Yokohama’s Vice President of Marketing and product management, said winning the new product award is a major achievement, but sweeping the category is unprecedented and a testament to the strides we’ve made in terms of our new product.

Yokohama returned this year to the SEMA show as an exhibitor after a seven-year hiatus. The company has also launched nine consumer tyres this year, including the X-AT, Apex and X-CV.

SEMA award recognizes outstanding achievement in the development of product being introduced to the automotive speciality equipment market.