Tailored Tyres for EV? Yokohama Rubber’s E+ Mark exclusively for Electric Vehicles

Yokohama Rubber introduces a new E+ mark for its tyres that are specially designed for electrified vehicles. Find out the company’s medium-term management plan and history.

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Yokohama Rubber (Yokohama) announced that it will start using a new proprietary ‘E+’ mark on its tyres for passenger cars, trucks and buses that have special features for electrified vehicles. These tyres will be tailored to the needs of electric vehicles. The new E+ mark is the latest part of Yokohama Rubber’s response to the growing demand for tyres that are suitable for electric cars in recent years. This demand has been increasing.

Requirements for tyres for electric vehicles

The Japanese tyre maker explained that tyres for electrified vehicles have to meet certain requirements. For example, they have to cope with the heavier loads from large electric batteries and the high torque output from the electric motor. They also have to be quiet enough to match the lack of engine noise from the vehicle. Moreover, they have to extend the vehicle’s driving range and help the vehicle use electricity and other energy sources efficiently.

OE and replacement market options for electric vehicles

Yokohama Rubber (Yokohama) said that it already provides tyres as original equipment (OE) for several electrified vehicles. These include premium cars such as the BMW iX3, Mercedes-AMG EQS 53 4MATIC+ and Lexus RX. The tyre manufacturer is actively developing replacement market options for electric cars using the advanced technologies that were originally developed for OE tyres.

Yokohama tyres that are designed to meet the needs of electric vehicles will now have an E+ mark on their sidewall. This mark will also be shown in tyre catalogues and websites to help customers find suitable tyres for their electric vehicles. The goal is to make the selection process easier for customers. Customers will be able to make an informed decision about their choice of tyres for their electric vehicles.

First product with E+ designation: Advan Sport EV

The first Yokohama product to get the E+ designation will be the new Advan Sport EV, a high-performance summer tyre for electric vehicles. The company plans to launch this product in Europe and other regions from autumn 2023.

Medium-term management plan: Yokohama Transformation 2023

The consumer tyre division of Yokohama Rubber’s three-year (2021–2023) medium-term management plan, called Yokohama Transformation 2023 (YX2023), aims to maximise the sales ratios of high-value-added tyres. These include the Advan brand as the company’s global flagship product, the Geolandar brand of tyres for SUVs and pickup trucks, and various kinds of winter tyres.

It is using the feedback from EV makers in its development of replacement tyres as it tries to expand its product lineup and improve the performance of all of its tyres to meet new requirements in this era of rapid change. This is in addition to strengthening its marketing of tyres to be used as OE on electric vehicles, which require tyres to be made using the most advanced technologies.

About Yokohama Tyres

Since its establishment in 1917, the renowned Japanese multinational tyre manufacturing company Yokohama Tyres, which is based in Tokyo, has become one of the largest tyre producers in the world, earning it the name ‘Yokohama Tyres’. Yokohama Tyres has a strong presence in India and operates a production facility in Chennai that was set up in 2004 and is equipped with the most modern manufacturing technology. This cutting-edge company can produce 10 million tyres per year and offers employment opportunities to more than a thousand people.

The Chennai facility produces a wide range of high-quality tyres for passenger cars, light trucks, and commercial vehicles to cater to the diverse needs of Indian drivers and their vehicles. Yokohama Tyres continues to be committed to innovation, environmental sustainability, and ex

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