Yokohama Tires officially launched its new China-focused brand "YUYU TIGER" at the Ningbo International Circuit, alongside three inaugural products. Unlike its previous strategy of importing global product lines, the new brand is developed exclusively for the Chinese market, reflecting Yokohama’s ambition to align more closely with local driving habits. Given the notable differences between Chinese and overseas road conditions and vehicle usage patterns, locally tailored products are better positioned to address user pain points.

The three launch models target sport, comfort and grand touring segments respectively to cover diverse consumer demands. On-site activities including track driving sessions and moose tests allowed core dealers and industry media to experience product performance firsthand. The brand confirmed that all three products are deeply customized for China’s road environment and the characteristics of new energy vehicles, such as heavier curb weight and strong low-end torque, balancing wear resistance, quietness and grip. The launch marks a new localization push from the established tire manufacturer.