Alliance Tire Americas Inc. (ATA) is now Yokohama Off-Highway Tires America Inc. (YOHTA), the U.S. sales and marketing arm of 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 four years ago.
In January, Yokohama Off-Highway Tires 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. The Alliance Tire Group trademark ceased to exist on January 1, globally. The new company combines ATA’s four U.S. warehouses with two Yokohama distribution facilities in Columbus, Ohio, and Auburn, Georgia. YOHTA is based at the existing ATA headquarters in Wakefield, Massachusetts, supported by staff across the country.