Sixty percent of the tires sold by YTMX in 2014, he said, were consumer tires, with commercial and OTR products each accounting for 20 percent. Each one of the three segments accounted for a third of YTMX's total income, said Mr. Nash , previously a YTC vice president.
According to the 46-year tire industry veteran, who has been selling tires in Mexico since 1980, Mexico is YTC's first directly operated subsidiary in Central America, “although countries such as Honduras and Nicaragua may be pursued later.
“We want to get Mexico up and running first. It's receiving the company's total attention.”
Yokohama operates Yokohama Rubber Latin America Indústria e Comércio Ltda. in Curitaba, Brazil, covering South America, and has designated distributors in most other major South American countries. A full list of Yokohama's partners in Latin America can be found on the firm's website, at http://global.yokohamatire.net/worldwide/.
YTMX — based in the city of Querétaro, 150 miles northwest of Mexico City, with a distribution center in León, Guanajuato — employs 24, including administrative, engineering and warehouse staff. “By the end of this year we hope to have 36 employees,” Mr. Nash said.
“The people we've hired from different companies are known to be the best in their field. We really studied the market over five years. We cherry picked our people.”
They include CEO Humberto Gómez Rojo, a former Bridgestone Firestone president for Latin America, and Advertising Director Alberto Córdova, formerly a Bridgestone Firestone stalwart for 23 years. Mr. Nash said YTMX's pay scale is higher than that of its rivals.
Mr. Nash described YTC as a dealer-driven company, adding, “We're trying to make our tires easy to buy.”
Mexico has 31 states and one Federal District. “We're trying to have at least one dealer in every state,” he said, “and we're trying to be more selective about whom the company chooses to work with.”
Aspiring YTMX dealers are required to have full-service facilities, as a minimum, Mr. Nash said. The company has dealers in about 18 states, as of year-end 2014.
According to Mr. Nash, “we always knew our products were highly accepted here (in Mexico) but there was no distribution point.” Previously YTC worked with an independent distributor.
In a YTC news release in May 2013, Mr. Nash said:
“Personally, I've been selling tires in Mexico since 1980 when I was with another company. The people of Mexico have a desire to buy a good product and have it serviced. I was amazed there was no one down there offering these aftermarket services.