FULLERTON, Calif.-Yokohama Tire Corp.'s Aegis LS4, the first Yokohama-brand tire designed, developed and produced completely in the U.S., is being sold with a 24-hour roadside assistance program-another first for the firm. The roadside assistance program meshes with Yokohama's marketing strategy for the tire, which revolves around perceived consumer needs and their ``peace of mind,'' according to the company.
A company brochure states consumers ``need'' a low-cost tire for all four seasons that allows them to buy with both confidence and peace of mind.
That is the Aegis, the company said-and for more reasons than simply the roadside assistance program.
The Aegis LS4, intended for standard passenger cars and American and imported sedans, also is backed by an 80,000-mile limited treadwear warranty and is described in the brochure as an all-season tire ``priced at an exceptional value.''
But the roadside assistance program, which is offered with a purchase of a full set of four tires and extended for a two-year period, is intended to go one step further than traditional marketing measures by assuring consumers that the Aegis will always ``shield'' them from their troubles, the company said.
In fact, the name ``Aegis'' is symbolic of the shield of protection the tire offers its passengers, the company said, referring to the shield of Zeus in Greek mythology.
The S-rated Aegis LS4 is available in 10 sizes in the 70- and 75-series and will eventually be available in 23 sizes, including the 65- and 80-series, the company said.
``Aegis LS4 is a result of recent consumer preference for a long-lasting, high-quality tire...,'' said Rick Brennan, manager, consumer products.