Yokohama Tire Corporation Opens Ride & Drive Program to Enthusiasts

Written By:
Photography by:

Yokohama Tire Corporation annually offers experiential ride and drive training programs across the country for dealers. Now, the Fullerton, California-based tire manufacturer is looking at opening the event to consumers.

On September 21, Yokohama invited a group of enthusiasts from local car clubs at a special ride and drive function held at Qualcomm Stadium in San Diego, California.

“Yokohama has always believed in the importance of interacting with enthusiasts face-to-face,” said Theresa Palang, Yokohama manager of public relations and digital marketing,“and that’s why we wanted to give consumers a chance to try our tires and learn what they can do. We reached out to enthusiast forums online and received a very positive response.  Having the consumers experience our ride and drive firsthand is a great way to get feedback from the public.”

The participants drove Yokohama’s ADVAN Neova® AD08 (dubbed the “fastest street tire”) on 305-horsepower 2011 Mustangs through various slalom courses. Besides “burning rubber,” they were timed on laps and vied for prizes such as Yokohama gear and exclusive pre-opening night tickets for the 2011 LA Auto Show in November.

“This was an opportunity like no other,”said enthusiast Satakal Khalsa from La Mesa, California. “Testing tires like this gives you a good feel as to how the tire will react to turns and how it grips the road. The Neova AD08s were really talking to me.”

Ferdie Ang of Irvine, California added: “This was a brilliant move by Yokohama. It’s so much better to actually drive on the tires in a controlled environment than to just read about them.”

The inaugural public event, which coincided with a Yokohama dealer training program,“was a successful precursor for bigger enthusiast events in the future,” said Palang. “We definitely want to do more of these.”


Double driving fun with the Porsche 911 – even in snow and ice
Double driving fun with the Porsche 911 – even in snow and ice

Like no other vehicle, the 911 unites such seeming contradictions as sportiness and everyday usability, having stood for sheer driving pleasure for 50 years now – and not just when the sky is blue and the sun is shining but also in winter driving conditions...

Mercedes-AMG Driving Academy Gears Up for 2013
Mercedes-AMG Driving Academy Gears Up for 2013

Mercedes-AMG Driving Academy is gearing up for 2013 with a new schedule providing driving enthusiasts and AMG aficionados ...

Porsche Driving Experience in Finland
Porsche Driving Experience in Finland

Touring in Finland with the new Porsche 911 Carrera 4 all-wheel drive models...

EuroCar News on youTube Follow eurocarnews on Twitter