SANTA ANA, Calif. — Yokohama Tire Corp. (YTC) is returning as an exhibitor at the SEMA Show after a decade-long hiatus with a presence that will highlight its "rich" on- and off-road racing heritage.
YTC — which is celebrating its 50th year of doing business in the U.S. — will set up shop outside the west entrance of the Las Vegas Convention Center's South Hall with a racing-themed display, including the company's new event "activation" truck and trailer.
The company's presence will have distinct ultra-high-performance and light-truck sections, highlighting both motorsports and new products. Multi-faceted racer Travis Pastrana will be on hand at various times as well, YTC said.
Additionally, Yokohama and extreme-action event organizer Nitro Circus will produce a "high-octane" freestyle motocross show at SEMA Ignited, the consumer-oriented SEMA Show-closing event on Nov. 8.
"Racing, both on- and off-road, has been a hallmark for Yokohama — it's in our DNA," Andrew Briggs, Yokohama's vice president of marketing and product management, said, noting the firm will be presenting a variety of new products as well in the Advan and Geolandar tire lines.
YTC last exhibited at the SEMA Show in 2008.