FULLERTON, CA -Yokohama Tire Corporation (YTC) opened its doors in Los Angeles on November 24, 1969. Forty years later, after launching industry standard-setting tread designs, performance tires, and the world's first eco-conscious orange oil-infused tire, YTC remains at the forefront of tire innovation. Now, the company asserts its technological strengths more than ever to make products of utmost advancements while protecting the environment, according to Takao Oishi, YTC president and CEO.

"Consistent with the Grand Design 100 plan by our parent company, The Yokohama Rubber Co., Ltd. in Japan, our philosophy in the U.S. is to embrace corporate social responsibility with a focus on a triple bottom line," Oishi said. "This triple bottom line consists of the economy, society and environment. Specific to environmental stewardship, we are affecting positive changes in our manufacturing processes, materials and product performance. Our overall corporate goal is to deliver the best products at competitive prices and on time while minimizing impact to our planet."

Prime examples of Yokohama's successful blend of technology and environmentalism is its orange-oil-based dB Super E-spec passenger tire, which went on sale in the U.S. in July 2009. Additionally in 2009, the ADVAN ENV-R1 orange oil race tire debuted. The ADVAN ENV-R1 returns in 2010 as the Official Spec Tire of the Patrón GT3 Challenge by Yokohama race series.

"Indeed, performance is in the DNA of Yokohama's heritage," Oishi remarked.  "In the U.S. and abroad, Yokohama is recognized for its ultra high-performance tires, especially the iconic ADVAN brand, which YTC began selling in the U.S. in 2005. YTC launched its newest member of the ADVAN family, the Neova AD08, in May 2009."

"Our ADVAN line and other performance tires have been one of the keys to our success in the U.S.," Oishi continued. "We are celebrating 40 successful years here and we have never compromised on performance and never will. Our customers demand it."

Among the many highlights of YTC's 40 years in the U.S. include:

• 1969: Yokohama Tire Corporation is founded, opens headquarters in Los Angeles, California

• 1982: YTC introduces the A008 asymmetric tread pattern to the U.S.

• 1986: YTC moves to its current headquarters in Fullerton, California

• 1989: YTC acquires the Mohawk Rubber Company, providing an essential manufacturing facility in the U.S.

• 1994: YTC's motorsports program is in full gear, garnering triple championships in Rolex 24 Hours at Daytona, 12 Hours of Sebring and 24 Hours Le Mans

• 1996: Geolandar H/T tire introduced for light trucks and SUVs

• 1997: AVID passenger car tire line debuts

• 2000: YTC opens distribution center in Auburn, Georgia. Today, YTC has four distribution centers stretched across the U.S.

• 2003: YTC becomes the Official Tire of Infineon Raceway. YTC is also the Official Tire of Road Atlanta and Sebring

• 2005: ADVAN line of ultra high-performance tires introduced to U.S. market; YTC becomes Official Tire of the Pebble Beach Concours d'Elegance

• 2006: YTC named Official Tire of the LA Auto Show; S.drive and Parada Spec-X tires introduced

• 2007: Zenvironment commercial tire line launched; YTC's Salem plant earns ISO 14001 Environmental Management System certification; YTC's Jim MacMaster elected chairman of Rubber Manufacturers Association

• 2008: Orange oil-infused dB Super E-spec wins Popular Mechanics Editor's Choice Award

• 2009: Three YTC commercial truck tires awarded EPA's SmartWay approval for their ability to reduce transportation-related emissions

• Two eco-friendly orange oil tires introduced to U.S. market:  the dB Super E-spec passenger tire (went on sale in July) and the ADVAN ENV-R1 race tire, the Official Spec Tire of the Patrón GT3 Challenge by Yokohama race series.