Published on August 13, 2014

Yokohama marks decade as Concours d’Elegance official tire

(Yokohama Tire Corp. drawing)
This rendering shows the open-air display Yokohama will feature at the Pebble Beach Concours d’Elegance in California this weekend.

FULLERTON, Calif.  (Aug. 13, 2014) — For the 10th consecutive year, Yokohama Tire Corp. (YTC) will be the official tire of the Pebble Beach Concours d’Elegance.

The event is set for Sunday, Aug. 17, along the famed Pebble Beach Golf Links in central California.

“Our decade-long association with the iconic Pebble Beach Concours has been fantastic,” said Alan Holtschneider, Yokohama senior manager of marketing communications. “With its pageantry and prestigious vehicles, it’s definitely one of the premier car events in the world and the perfect place to promote our flagship Advan tire brand.”

As part of its anniversary with Pebble Beach, YTC plans to show off its open-air display—located adjacent to the first tee and near one of the highly-trafficked main entrances. It will be open to Concours attendees Saturday and Sunday and, according to the Fullerton-based tire maker, will feature:

  • YTC’s new ultra-high-performance, all-season Advan Sport A/S;
  • A striking, jet black Tesla Model S modified by Bespoke Customization and fitted with Advan Sport A/S tires; and
  • Two Sony PlayStation race simulators featuring the video game Gran Turismo 6 (GT6), which has sold more than 70 million units worldwide. YTC said it is a technical partner on the GT6 series, including the newest edition for PlayStation3, which has 1,200 types of cars and 76 courses across 38 locations. Yokohama provided tire data and expertise for race-game realism.

“As people make their way to see all the legendary cars, they can stop by our exhibit and check out our new tires, as well as test their driving skills playing GT6,” Mr. Holtschneider said.

YTC’s Pebble Beach Concours sponsorship agreement also includes name and logo placement on every ticket and lanyard worn by spectators and participants, ad placement in the event program and participation in a number of Concours-related events and activities.

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