Yokohama Rubber sets up subsidiary in Italy

Tokyo – Yokohama Rubber Co. (YRC) has set up a subsidiary in Milan, Italy to operate directly in the country, with effect from 1 Jan.

Yokohama Pneumatici Srl, YRC announced 15 Jan, has been established in view of the “strategic importance of the Italian market.”

The primary remit is to “get closer to customers, [and] to better and more directly understand the needs of such a relevant market in the European region.”

After an initial start-up phase, distribution of products will take place through various channels, from regional distributors to dealers, said the Japanese group.

The subsidiary, it noted, will also engage with fleet managers and the service networks of the main automotive brands.

Having a direct presence on the Italian market, added YRC, will bring “renewed attention to [its] marketing and product-development policies” in the country.

The move is further aimed at “harmonising the situation in Italy” with other European markets where YRC has been directly present in the past years.