Yokohama presented a new winter tire
In the Alpine town of Sankt Michael im Lungau, a presentation of new non-studded European-type winter tires Yokohama ADVAN Winter V907 took place. The novelty became the first winter tire of Yokohama in the flagship ADVAN line, as well as the first product from the Japanese brand, which was developed specifically for the European market. Mercedes-AMG acted as a partner during the creation of the tires, and even before the premiere, the tire was approved for the Mercedes-AMG E 53 Hybrid 4Matic+, and now it is also entering the secondary market.
The new Yokohama tires have a directional V-shaped tread pattern with wide longitudinal grooves and 3D lamellas, providing the necessary traction on water or snow-covered roads, while the large central rib improves handling sensitivity and stability when driving on dry or wet asphalt. At the same time, the rubber compound is characterized by a high silica content and was optimized to increase traction on snow. Silica dispersion is carried out using A.R.T. technology, which helped increase the contact patch and improve the tire's performance on wet roads. Finally, the tire design features increased stiffness, which, in combination with a wide profile, improves maneuverability on various types of surfaces. According to the manufacturer, a high-strength double breaker ensures stable contact with the road surface, and the under-tread layer is made of a compound that reduces heat generation and increases fuel efficiency.
Compared to the previous generation tires - Yokohama Bluearth*Winter V906 - almost all key parameters have been improved, especially the properties on dry surfaces, and the "E+" marking on the sidewalls indicates that the novelty is suitable for use on electric cars and, for example, has reduced noise, which is of particular importance in this segment.
The release of new tires is part of a new strategy that has been named AGW in honor of the ADVAN and Geolandar (off-road tires) families, as well as winter tires (Winter). Currently, Yokohama is actively promoting these product lines due to their high profitability, and in 2025, the company plans to increase sales of ADVAN tires by 120% compared to 2021, while sales of Geolandar tires and winter tires should grow by 100 and 90%, respectively.
To achieve its goals, Yokohama intends to release new models, collaborate with automakers, implement marketing initiatives, and participate in motorsports. Recently, the company has signed several new supply agreements in the OE sector, and the marketing department has decided to bet on a partnership with the ATP Tour tennis tournament. When asked why tennis and not football, Yokohama says that in recent years, so many tire manufacturers have been involved in sponsorship programs in football that "there is essentially no difference between them for consumers".
For the Mercedes-AMG E 53 Hybrid 4Matic+, the new tires were homologated in sizes 245/45 R19 and 275/40 R19 (for the front and rear axles, respectively), and on the secondary market, the novelty is released in 40 sizes with a diameter of 19-22 inches for such cars as Porsche Cayenne, Panamera, and Taycan, Tesla Model S and Model X, BMW XM, X3, and M4, Audi A6 and Q7, Mercedes GLA, GLB, AMG-GT, etc.
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